Apple rolls out the iPhone's three latest models, a new iPad, a streaming service and a gaming service. Top executive Tim Cook unveiled the products and additions at a 90-minute press event on its Silicon Valley campus last week. The iPhone 11 devices reach stores Friday with longer battery life, more cameras and a surprisingly lower cost. The base model, with a 6.2-inch screen and two cameras, starts at $699 – compared to $749 for last year's comparable model. The higher-end iPhone 11 Pro (5.8 inches) and iPhone 11 Pro Max (6.5 inches) are $1,000 and $1,100. All come in black, white, yellow, green, purple and red.

Each phone has two 12-megapixel cameras – one with a wide-angle lens, the other ultra-wide for scenic panoramas or group shots. The front-facing camera can shoot slow-motion selfies, which the company calls "slofies." (See video below.) "Pro" versions have a third lens and can take 4K videos. Apple also added a night mode to take better photos in dark settings without flash.

Also introduced: the seventh-generation iPad at $330, with a 10.2-inch screen (up from 9.7 inches). Unlike the previous model, the new tablet is compatible with Apple's Smart Keyboard. The firm compares it to a laptop. And as phone sales slow down because buyers keep them an average of three years, Apple expands its selection of services with two $5-per-month subscription offerings: Apple Arcade for gamers is available this Thursday and Apple TV+ launches Nov. 1 with original programs as a rival to Netflix. Both services can be received on the new iPad. Apple showed off several of its games last week, including one that involves undersea exploration and an updated version of the arcade classic Frogger.

Tech columnist says: "There's nothing new I can do with the newer phones that my trusty 6s Plus can't do." – David Gewirtz, ZDNet website

Pricing strategy: "Apple's subscription prices, half of what some competitors charge for entertainment and video game streaming, are meant to attract broad audiences, not just people who can afford thousand-dollar phones." – The Washington Post

Comedian says: "It's that magical time of the year. The leaves are changing, the pumpkin is spicing and Apple rolls out a bunch of iPhones we don't need." — Jimmy Kimmel