Apple today introduced three new editions of the iPhone – the iPhone 11, 11 Pro and 11 Pro Max – replacing the current XR, XS and XS Max.

Additionally, Apple updated the Apple Watch with a fifth edition that includes "always on" display. It also offered discount pricing and debuted details on the new Apple TV+ subscription service.

The new phones will start at $699, $999 and $1,099 and be available beginning Sept. 20.

iOS13:13 hidden ways Apple's new software can breathe life into your aging iPhone

Maybe you don't need a new phone:Here's why

The Pro editions will sport a redesigned camera with a third camera lens, similar to recent models from Samsung. The extra lens will be an extreme wide-angle, offering the ability to get more people into group shots.

At a media event in Cupertino, California, Apple execs said the new iPhones would be more powerful and have longer-lasting battery life.

With the new phones, Apple has lowered the prices by $100 of the older iPhone 8 and 8 Plus models to $449 and $549 and discontinued the current XS and XS Max models. Those phones should be available at close-out prices.

The new entertainment service, TV+, will launch on Nov. 1 and compete with the likes of Netflix, Amazon Prime Video and Disney's set-to-debut Disney+ service with a lower price tag – $4.99 monthly. However, it will have way fewer shows, touting just nine in a release Tuesday, including "The Morning Show" with Jennifer Aniston and Reese Witherspoon.

A new iPad, the seventh-generation model, will be available at the end of the month, with a higher-resolution 10.2-inch screen.

The new phones come at a time when Apple’s iPhones sales have fallen because of consumer pushback at the rising prices of the phone and issues in China. CFRA Research says iPhone sales will be down 15% in 2019.

Apple has historically sold over 200 million iPhones for the past several years, but analyst Daniel Ives from Wedbush Securities says Apple will ship 180 million of the new phones.

The Apple Watch has turned into a surprise hit for Apple, after a rocky start when it was introduced in 2014. As part of the “Wearables” category, which also includes the AirPods Bluetooth earbuds, The Watch division brought in more revenue in the recent quarter than iPads, $5.5 billion to $5.0 billion, and is close behind Macintosh computers at $5.8 billion.

The iPhone still rules at $26 billion, and No. 2 is the Services division with $11.4 billion.

To make up the shortfall from declining iPhone sales, Apple has been pushing hard on Services, which includes iCloud storage and Music subscriptions.

When to watch:Apple TV+ entertainment service launches Nov. 1

The TV+ service is the latest, with high-profile programming in the works from Steven Spielberg, Oprah Winfrey, Jason Momoa and Alfre Woodard, among others.

Follow USA TODAY's Jefferson Graham (@jeffersongraham) on Twitter, Instagram and YouTube.