Apple will introduce the latest iPhones TODAY: Watch here as firm takes wraps off its new products

Apple has kicked off its annual fall event at the Steve Jobs Theater in Cupertino, showing off some of its highly-anticipated new products and services.

The event began at 1 p.m. ET (10 a.m. PDT) with some brief words from CEO Tim Cook, before launching into a look at the upcoming game subscription service, Apple Arcade. 

Apple is also expected to introduce the iPhone 11 alongside Max and Pro models, as well as a more affordable handset called the 11R.

The invitation-only event will also likely bring updates for the Apple Watch and Apple TV hardware, along with new details about the new TV+ streaming service.

Apple is now taking the wraps off its latest products. CEO Tim Cook tweeted out a message this morning to hype up fans

Rumors circulating over the past few months suggest Apple may beef up the camera on its latest iPhone, potentially offering a trio of lenses this time around.

Analysts, however, suspect the handset’s design will largely stay the same compared to recent models as Apple holds out for 5G capable devices, which aren’t expected until next year.

‘I believe we are in an incremental holding pattern until 5G,’ Patrick Moorhead of Moor Insights & Strategy told Reuters ahead of the event.

‘Customers with iPhone X and beyond likely won’t have a reason to upgrade.’

Prices for the new handsets are also expected to fall in line with those that have come out in the past few years, with options falling between $749 and $1,099 depending on size and features.

Services will likely be a bigger focus this year following Apple’s reveal of its TV streaming service and video game platform this past spring.

The firm has yet to confirm pricing details or a launch date for either of the new services. 

A few hours before the event, CEO Tim Cook tweeted a brief message to hype up his followers: ‘Good morning from Cupertino! See you soon!’