CUPERTINO, Calif. (KTVU) — - Apple CEO Tim Cook took to the stage at the Steve Jobs Theater in Cupertino Tuesday to unveil the company's latest products and services at its annual Apple Event.
"Our mission at Apple has always been to design products that empower people and enrich people's lives," he said.
Cook unveiled three new iPhone models— the iPhone 11, iPhone 11 Pro, and the iPhone 11 Pro Max.
The iPhone 11 has two cameras and both the Pro versions have three cameras and users can record video from multiple vantage points at the same time.
Tech analyst Tim Bajarin has been following Apple for 35 years and believes the entry-level iPhone 11 is aggressively priced at $699. He expects it to be the most popular compared to the more expensive pro-series starting at $999.
"I think Apple is in a good position going into the holiday and for all of us, especially as analysts, what we're watching go forward is what's going to happen with the tariffs."
Steve Jobs' widow, Laurene Powell, attended the event along with Apple's former chief designer Jony Ive.
Apple invited celebrities from supermodels to pro-athletes including Olympic medalist Shawn Johnson.
Johnson said, "Apple invited us to come out as influences. All the latest tech really helps our career and just kind of vlogging and creating content."
Analysts say the tech giant is facing an extremely competitive market.
CNET Editor in Chief Connie Guglielmo said, "They're dealing with rivals who are really pushing it. They're dealing with a market that is saturated, everybody has a smartphone. And you're dealing with people holding on to their devices longer."
The Cupertino based company also announced Apple TV's launch in November and a new iPad and iWatch.