The next new iPhone you buy will be more colorful, more powerful, and have a better camera than any cell phone you’ve ever used, its producer said Tuesday.

Apple introduced iPhone 11 at the company’s annual CEO keynote event in California.

With a new design described as “the toughest-ever smartphone”, iPhone 11 features not one, but two on-board rear cameras. The dual camera system working together allows for the “highest quality video ever in a smartphone”, enabling ultra wide photos, night mode, slo-motion selfies, 4k resolution video, and studio-quality portraits.

The new model features a 6.1″ screen and comes in six colors: purple, white, yellow, green, black and red.

Maybe the best news for Apple fans about the new phone is the starting retail price: $699, significantly lower than Apple’s last new phone release.

Tuesday’s event was about more than just phones. Smart watch wearers will be excited about the new features in the next generation of Apple Watch. Apple Watch Series 5 features an always-on retina display and extended 18 hour battery life. The new Apple Watch retails starting at $399 for GPS models ($499 for cellular models).

A brand new 7th generation iPad, also announced today, will run on the new operation system iPad OS. It boasts a three million pixel, 10.2″ retina display and an optional keyboard. The new iPad retails starting at $329.

Apple also announced its new gaming subscription service, Apple Arcade, which offers subscribers access to exclusive games playable across Apple devices beginning September 19th. Family access to Apple Arcade costs $4.99 (first month free).

Finally, the company also gave specifics about its video streaming service, Apple TV Plus.

Earlier this year Apple announced it would be entering the highly-competitive video streaming space, currently dominated by Netflix. One of the first shows announced, “The Morning Show”, features a star-studded cast, including: Jennifer Aniston, Reese Witherspoon, and Steve Carell. Apple TV Plus will be available on November 1st. Family access to Apple TV Plus also costs $4.99 (first year free, with purchase of a new Apple product).

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