Apple unveils colorful iPhone 11 with a lower $699 starting price

Despite upgrades, increasing sales in China remains uphill battle

20190911 APTOPIX Apple Event

Kaiann Drance presents the new iPhone 11 at an Apple event at their headquarters in Cupertino, California on Sept. 10. © Reuters

YIFAN YU, Nikkei staff writer

PALO ALTO, U.S. -- For the first time in its history, Apple cut the price of its latest generation of iPhones that were unveiled on Tuesday, in a move some analysts believe is a bid to increase sales amid weak demand for handsets.

The iPhone 11 -- which comes with a better dual-camera, six new colors, a new A13 Bionic chip which Apple says is the "fastest CPU and GPU ever in a smartphone," and an hour longer battery life -- will start at $699, $50 cheaper than the iPhone XR which was released last year.

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