https://techcrunch.com/2019/09/10/iphone-11-pro-hands-on/

More than any other iPhone event in recent memory, today’s big launch was content-first. Apple began the show with several gaming demos from Arcade, before moving along to TV+ premieres. The new iPhone didn’t necessarily take a backseat, but there’s little question that this event was a key piece in shifting messaging for the company.

The big announcement also saw a shift in iPhone positioning against a backdrop of declining smartphone sales. There are a number of reasons why device sales are down across the board, of course — I along with everyone else in the industry have written about them dozens if not hundreds of times. Price creep is a big one, and the iPhone 11 finds the company readjusting accordingly.