Apple has unveiled a “transformative” new iPhone with three cameras, along with a slew of original programs for its Netflix competitor, at the tech giant’s flagship event.

The Apple Special Event, held overnight in San Francisco, featured several new product announcements, along with a launch date and price for the tech giant’s new content streaming service, Apple TV+.

The big reveal was the next generation of iPhones, with Apple revealing the newer versions of the iPhone X and iPhone XR.

The iPhone 11, 11 Pro and 11 Pro Max will be on sale from next week, and all feature multiple rear-facing cameras, in a first for Apple.

The iPhone 11 Pro and Pro Max will have three different cameras on the back of the device, offering ultra-wide, wide and telephoto lens. This will give a “pro-level camera experience” to all users, with the new cameras capturing four times more of the scene.

Users will be able to cycle easily between the three cameras, with smart software used to match the audio. The new phones will show the shots being taken by all three cameras at the same time, and editors will be able to quickly swap between them.

The new model will also come with machine learning technology that can recognise the main subject in the frame and “intelligently relight” them for a more natural look.

This is “far and away the best camera” Apple has produced, senior vice president of worldwide marketing Phil Schiller said.

“iPhone 11 Pro and iPhone 11 Pro Max are the most powerful and advanced smartphones we have ever made,” Schiller said.

“They are packed with sophisticated technology that pros can count on to get their work done, and for anyone who wants the very best device made, even if they are not a pro.”

The phones will come with a textured matte glass back and the toughest glass ever in a smartphone, Apple said. They will also come with an A13 Bionic chip which will provide “unparalleled performance for every task while enabling an unprecedented leap in battery life to easily get through the day”.

The iPhone 11 Pro and Pro Max will be available in 64GB, 256GB and 512GB and in midnight green, space grey, silver and gold. The cheapest of the new models will still set you back $1,749 for the Pro, and for the Pro Max, you’ll need to fork out just shy of $2,000, with an eye-watering retail price of $1,899.

The company also unveiled the water-resistant iPhone 11, which will replace the current iPhone XR. The 11 has two cameras instead of three, with one offered ultra-wide views and the other wide. It will deliver the “highest quality video in a smartphone and major advancements in photography for the ultimate camera experience”.

The dual cameras will offer a wider field of view and a large focal plan, with users able to zoom between the two and have the audio automatically matched.

“iPhone 11 is the next generation of iPhone, packed with great new capabilities in an incredible design, including new Ultra Wide and Wide cameras for gorgeous videos and photos, the power and ease of use of iOS 13 and A13 Bionic – the fastest chip ever in a smartphone that quickly handles the tasks that matter most to people every day,” Schiller said.

“With the tight integration between hardware, software and services, the advancements in iPhone 11 bring an unparalleled user experience at an affordable price to even more customers. We think people will love it.”

The model will be available in six different colours: purple, green, yellow, black, white and red.

The phone is available for pre-order now and will be in Australian shops from 20 September. It will cost $1,199 for the cheapest model.

The large Apple event also included a range of other software, hardware and service announcements from the tech titan.

This included the Apple Watch Series 5, which will feature a retina display that is always on and an in-built compass, and the seventh generation iPad, which will have a 10.2-inch retina display and be compatible with the full-sized smart keyboard.

The event also saw the officially unveiling of Apple TV+, a streaming platform that will feature only original content. The service will be available on Apple TV from November, for $7.99 per month.

A seven-day trial will be on offer, and anyone who buys an Apple device from now will receive one year of Apple TV+ for free.

‘With Apple TV+, we are presenting all-original stories from the best, brightest and most creative minds, and we know viewers will find their new favourite show or movie on our service,” Apple head of worldwide video Zack Van Amburg said.

“Each Apple TV+ original offers its own unique story, fresh perspective and powerful message – all meant to entertain, connect and inspire cultural conversations.”

These original shows will include a dystopia drama starring Jason Momoa where humans have lost the ability to see, and a drama based around a morning TV show starring Reese Witherspoon, Jennifer Aniston and Steve Carrell.