Apple’s biggest surprise at its keynote address on Tuesday was not a new feature, device or service, but an aggressive pricing strategy that’s a departure for the premium electronics maker.
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Apple unveiled new iPhones with camera enhancements and improved battery life, making incremental tweaks to lure buyers ahead of a more substantial overhaul of its handsets in 2020.
Apple must continue to innovate the iPhone in order to stay successful, analysts have said ahead of the technology giant’s latest launch.
Apple could unveil as many as three new iPhone handsets when the technology giant holds a live event on Tuesday evening.
Apple is readying a clutch of new hardware for the coming weeks and months, including “Pro” iPhones, upgrades to iPads and its largest laptop in years.