Apple will flaunt its latest iPhones on Tuesday at the company's annual hardware event in Cupertino, California. The event kicks off at 10 am PDT (10:30 pm IST) in the Steve Jobs Theater. New iPhone models will be the biggest highlight from the event, at least for Apple fans and customers. But for Apple, that may not necessarily be the case. We tell you why.

Apple iPhone 11 launch to live stream on YouTube as well: details

iPhone shipments decline

In the absence of compelling new features, the buzz surrounding its best-selling products has declined over the years, as have sales, according to reports. So besides the iPhone launch, Apple will likely have some new details about the company’s upcoming video service to offer. According to the research firm IDC, iPhone shipments are down 25 per cent so far in 2019. This decline puts pressure on Apple to generate revenue from services such as music streaming, product repairs, revenue sharing from apps and ad commissions from making Google the default search engine.

Apple iPhone 11: No major design changes expected except triple-camera

The rise of Apple TV+ could be on the cards

Apple's revenue from services increased by 14 per cent to nearly $23 billion during the first half of 2019. Now, Apple is expected to launch its Netflix-like video service Apple TV+ that will feature a slate of original programs. These shows will feature stars such as Oprah Winfrey, Jennifer Aniston, Reese Witherspoon and Jason Momoa. Apple provided a peek in March.

Previously, Apple did not specify the exact launch timeline for Apple TV+ or how much it will cost. Apple is expected to share those details during the event today. The iPhone maker will also likely provide information about its video gaming service called Arcade. Besides iPhones, Apple is also expected to provide looks at the next versions of its internet-connected watch and its video-streaming device, Apple TV.

iPhone 11: Netizens ponder on selling kidneys ahead of Apple event

iPhone 11

During the event, Apple is expected to unveil three new iPhone 11 models. This year's iPhone models will likely be successors to last year's iPhone XR, iPhone XS, and iPhone XS Max. While the 2019's iPhone line-up is not expected with significant design changes, the major upgrade is likely to be in the camera department. The overall difference is expected in terms of more display space, less bezel and no home button.

(With AP inputs)