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This note examines Apple's recently unveiled iPhone 11 line along with an updated Apple Watch and a new iPad tablet.


  • The latest iPhone brings improvements that are unlikely to spur great interest from consumers.
  • Apple will be relying on its new services to prevent existing customers defecting to Android.
  • Apple is cutting prices to reach a wider audience.

Features and Benefits

  • Assesses how the new iPhone range stacks up against its predecessor and other Android flagships
  • Analyzes the strategy that Apple appears to be taking with this new device lineup

Key questions answered

  • Can the iPhone 11 reverse the declines in iPhone sales?
  • Why did Apple push down prices for all its key devices in this product refresh?

Table of contents

Ovum view

  • Summary
  • Apple's slow and deliberate development puts it behind Android brands again
  • Apple widens its tablet offering with cheaper iPad
  • Watch Series 5 brings just one key improvement
  • Service providers will need to emphasize Apple’s new services and entry-level devices more


  • Further reading
  • Author

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