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The iPhone 11 Pro will have three cameras on the back — wide angle, telephoto and ultra-wide. It can create videos with all three back cameras and the front camera at the same time and starts at US$999. The iPhone 11 Pro Max with a bigger screen starts at US$1,099. The new phones are available to order Friday and will start shipping Sept. 20.

Photo by Stephen Lam/Reuters

Photo by Justin Sullivan/Getty Images

Photo by Stephen Lam/Reuters

Apple is in a “holding pattern” until it rolls out 5G phones with faster mobile data speeds next year, analysts said. Instead, services like the television content featuring the likes of Oprah Winfrey that will compete with Netflix Inc and Walt Disney Co could take centre stage.

Apple long boasted about its competitive advantage over rivals such as Samsung Electronics Co Ltd, which makes handsets, or Alphabet Inc’s Google, which provides the Android operating system for most of the world’s phones. Apple touted controlling both the hardware and software, resulting in polished products that commanded premium prices and captured most of the smart phone industry’s profits.

At the fall event in the Steve Jobs Theater in Cupertino, California — typically Apple’s splashiest and dedicated to its flagship devices — Apple is cementing a third element to its focus: hardware, software and services.

The new strategy comes as iPhone sales have declined year-over-year for the past two fiscal quarters and investors are fixed on the growth potential for services.

Apple also announced its video game service, Apple Arcade, will be a tab in the App Store and available starting Sept. 19 and cost US$4.99 a month, with a one-month free trial.