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Apple event live updates: 3 new iPhones unveiled; Apple TV+ to debut for $4.99

Analysts expect Apple Inc. to release a trio of new iPhones equipped with a completely redesigned camera system at the company's annual product launch Sept. 10. Apple is also expected to announce more details on its upcoming services offerings and to unveil upgraded versions of the iPad, Apple Watch and MacBook. Follow S&P Global Market Intelligence's live coverage of key announcements here.

2:30 p.m. ET

Apple also revealed the iPhone 11 Pro and iPhone 11 Pro Max.

The devices will come in two sizes: 5.8 inches and 6.5 inches.

The new smartphones have a new triple camera system, which includes a wide camera and ultra-wide camera, as well as a telephoto camera that allows for more advanced zooming capabilities. They also come with "Night Mode," just like the iPhone 11.

Apple's A13 bionic chip, which executives say is the "fastest chip ever in a smartphone," powers the iPhone 11 device lineup.

The iPhone 11 Pro will retail for $999, while the iPhone 11 Pro Max will cost $1,099.

All three new iPhones will be available for preorder Sept. 13 and in stores Sept. 20.

2:00 p.m. ET

Apple took the wraps off its new iPhone 11.

The new smartphone will come equipped with a new dual-camera system that includes wide and ultra-wide lenses, allowing users to "capture way more without moving."

The device includes a 6.1-inch liquid retina display, as well as "Night Mode" to adjust to dark conditions.

The phone retails at $699.

1:40 p.m. ET

The Apple Watch Series 5 is coming soon.

The new device features a new "always-on retina display," so that the screen display is always visible.

Other features include a built-in compass and international emergency calling.

The price of the new Apple Watch will start at $399. The model with cellular capabilities will retail for $499. The device will be available in stores Sept. 20.

1:20 p.m. ET

Apple debuted a new entry-level iPad.

The iPad will retail at $329 and will start shipping at the end of September.

The device has a 10.2-inch screen and has support for Apple Pencil, which allows customers to mark up and send entire webpages or documents by swiping the pencil from the bottom corner of the screen.

1:15 p.m. ET

Apple TV+ will debut Nov. 1, retailing at $4.99 per month.

Consumers that buy an iPhone, iPad, Mac or Apple TV will have access to Apple TV+ for one year for free, Apple CEO Tim Cook said.

The service will be available in over 100 countries. More original shows will be added after the Nov. 1 launch.

1:10 p.m. ET

Apple shared details about Apple Arcade, the company's first gaming subscription service.

The service will be available Sept. 19 and will retail at $4.99 per month in over 150 countries.

The service will offer over 100 games exclusive to the App Store.