. >> chris rayes tells us lower prices were prominently on display during today's event. >> today i am thrilled to share with you the newest iphone. >> reporter: iphone 11. phones have always been the centerpiece of the apple annual september event. but this year they're on the defensive. with iphone sales on the decline. so emphasis on cheaper options and beefed up camera features. the most basic iphone 11 will retail for $699. >> we'll see if there is hype by how many people line up to get the device. >> reporter: the first pro line of iphones is the three camera lens with wide, ultra wide and telephoto capabilities and apple wasn't shy showing off just how it could be used bringing filmmakers on to the stage. >> we've divided the view finder into individual feeds. >> reporter: in a competitive landscape apple acknowledging that iphones alone can't keep customers. they need to provide content too. arcade and apple tv plus will offer original and exclusive games, movies and tv hoes including jennifer aniston's highly anticipated return to the screen. >> apple focused on a language. we

. >> chris rayes has a look at how the company is trying to keep users in their eco-system. >> todaym thrilled to share with you the newest iphone. >> reporter: iphone 11. phones have been the centerpiece of the apple annual september event but this year they're on the defensive with iphone sales on the decline. so emphasis on cheaper options and beefed up camera features. the basic iphone 11 will be $699. >> we'll see if there is hype. >> the first ever proline of iphone is the three camera lens that has wide, ultra wide and telephoto capabilities and apple wasn't shy showing off how it would be used bringing some on the stage. >> we've divided the view finder into individual feeds. visualizing every field available on the iphone. >> the cameras make a big difference in the buying purchases of consumers. >> reporter: in a competitive landscape apple acknowledging with announcements that the iphones alone can't keep customers. they need to provide content. arcade and apple tv plus will offer original and exclusive games, movies and tv shows. including jennifer aniston's return to the