Apple has launched three new iphones, a new ipad and the 5th generation apple watch. It also revealed that its arcade Gaming Platform and Apple Video Streaming Service will cost 4. 99 a month each. Features on the new phones include faster processors but focus mainly around the cameras, with the top model having four, one on the front and three on the back. Interesting, but many would argue apples future is now about more than the iphone. Sales at the tech giant rose 1 to 53. 8billion in the last quarter but iphone sales represent less than half of com pa nys overall sales for the First Time Since 2012. Our north America Technology correspondent dave lee was at the apple event in cupertino and got to try out the new devices. This is the iphone 11 pro which this is the iphone pro which is the more expensive version of the new set of iphones. This one is the max version, the bigger version, of the three. You notice, compared to the iphone 11, you notice, compared to the iphone, there you notice, compared to the iphone 11, there are you notice, compared to the iphone, there are three camera lenses on this rather than just two on the other and the extra lens is the telephoto lens which means you can get much closer images than you would without having to actually move yourself. What does that look like . Let me show you. This is the shot. This is the shot. This is the ultra wide angle. You can see we get plenty of the image. Then we can go to the wide angle lens. And then the telephoto lens gives you added zoom. The crucial thing with that is there is no degradation in quality which is important if you want nice crisp photos. Having extra cameras like this, this is not something thatjust apple is doing, we know that huawei, one of their major competitors, they have released phones with a whole range of cameras as well. Itll come down to the quality of software and making it as easy for people to make the most out of having these extra james erskine, managing director, the big shot, joins me now. What did you make . Event . Apple are masters of marketing. The videos, the production, it is more of a fashion show than a results kind of presentation so some of it looked great. There was not loads of innovation. There was a time when Product Launches where people are excited about them than christmas. The themes behind the overarching themes, were one around price. They brought down the price of the iphone 11, the kind of price anchoring of the core product. Apple iphones have been around the thousand dollar mark and they brought it down to under 700 which may still sound expensive but it is becoming more of an everyday phone than a premium product. The other big thing, and very much the direction of travel for apple, is about recurring revenues. Apple should not be thought as a hardware provider but everything in entertainment and the big announcement was around tv plus and apple arcade. Tv plus is cheap. They are running it at a loss . They are literally giving it away, with eve ryo ne are literally giving it away, with everyone to get a new product, for a year. I do not think that based on the content available they could have charged anywhere near as rivals like netflix account. The good news is, they are not trying to. We can see what they are doing now with that price. How did investors look at it. Netflix shares fell quite sharply on the news of the apple pricing. Apple can churn out original content, it will not dent the bottom line much. That is absolutely true and some of the shows looks quite good, looking at the trailers. Apple is an emerging business in any sector will be wiring for their competitors. Business in any sector will be wiring for their competitorsm business in any sector will be wiring for their competitors. It is about services, that is what a nalysts about services, that is what analysts tell me all the time. Is the day when incredible new innovative Product Launch gone . The one thing we have not spoken about is the cloud, yes, i would say that recurring revenue is the same into services. Anything they can get, Monthly Payments for, that is definitely the direction of travel for apple. Thank you so much for coming in. And so much more on our website. What dave lee was saying et cetera dont have a look at the technology page. When a company like porsche produces an electric car, you know that times have changed. At the frankfurt motor show, its proudly displaying its new taycan, a ferocious machine that can reach 60 miles an hour in 3 seconds and reach a top speed of 161 miles per hour. But why did the company do it and will the Battery Powered beast actually make any money . Theo leggett has been speaking to the porsche ceo, 0liver blume. We decided to go electric because it fits perfectly to because of acceleration and opportunity and also our goal and the Company Strategy is sustainability and to combine both of these was a clear decision. It is a radical step for a company traditionally focused on very meaty, sports cars that have evolved over the years. It is a kind of step in a new era but, when you look back, we are coming from the racetrack and, for example, the le monde winner three times in a row, we already use electro ability to put them on the road so it was a logical consequence to do that and in future we will continue with petrol engines like the 9 11, like hybrids, and now this is a flexible and sustainable for the next decade with the taycan. They are less profitable to build because they cost more. The materials are much higher than in normal combustion ca rs higher than in normal combustion cars but we think that electric cars will be a part of the future and so, without company, we have to tackle and therefore we decided to make a Profit Improvement programme two yea rs Profit Improvement programme two years ago to improve our processes and to watch our costs and to look for new Business Models in order to compensate this higher cost. That is a situation of today but, in future, there is much more potential to reduce there is much more potential to red u ce costs there is much more potential to reduce costs also in electrical ca rs. Reduce costs also in electrical cars. It is a goodlooking car, isnt it . Now lets brief you on some other business stories south korea has said it will file a complaint with the World Trade Organization over japans tighter export controls. Injuly, tokyo imposed new controls on exports to south korea of three materials used to make smartphones. Thats amid a diplomatic row about compensation for forced labourers during japans occupation of korea during world war two. One of the most hotly anticipated stock market debuts of the year is in doubt. Thats as Office Space Provider wework has reportedly been urged to drop its planned flotation. According to reports, japans softbank, which owns about a third of wework, is concerned about weak demand for shares in the much hyped company. The head of victorias secret has told investors he is embarrassed by his long friendship with the late us financierjeffrey epstein. The remarks were the latest effort by l brands boss les wexner to distance himself from mr epstein, who died in prison while awaiting trial for sex trafficking charges in august. Financial markets with a pretty strong gains in asia. This was pushed up by a good close on wall street the the price of oil going up again. The ecb policy decision tomorrow and that would be the focus of Financial Markets at the moment. A Record Number of chain stores have disappeared from britains high streets in the first half of this year, according to new research. The report by the Accountancy Firm pricewaterhousecoopers and the local data company, shows that on average, 16 stores a day closed, as a host of restructurings and the shift to Online Shopping continue to hit the high street. Our Business Correspondent emma simpson reports. We have lost some big names on the high street and many others are in retreat as our Shopping Habits change. The first half of this year so almost half as many stores close as open. What is the net effect . The Research Shows 1234 chain stores disappeared. Fashion was the hardest hit with a net decline of 118 stores, mainly midmarket chains, followed by casual dining and restau ra nt followed by casual dining and restaurant with the loss of 103 outlets stop a wave of administration and restructuring across the high street are mainly to blame. Effectively, it is this a structural change in the Retail Market where shops are just becoming less profitable so in a number of areas, to reach the consumer, you do not need as many shops so they are closing them and using the mixture of shops and on line. But new players are feeling some of the gaps. For instance, free takeaway is opening on average every week, sports and health clubs, as well as pet shops are on the rise. A sign that some businesses are taking advantage of the current turmoil to open a new spaces. More detail on that story on the line. Breakfast at six oclock. They will make sure you across the latest stories as well. A reminder of the top stories donald trump has fired his National Security adviser, john bolton. Hes the third person to be dismissed from thejob in three years. Arab countries have condemned the israeli prime ministers plan to annex parts of the occupied west bank if he wins re election next week. The chief palestinian negotiator, saeb erekat, said the move would be a war crime. Now its time to look at the stories that are making the headlines in the media across the world. We begin with the Daily Telegraph it asks could borisjohnson have the answer to solve the brexit deadlock . It refers to whats been called an all ireland plan to remove the backstop and a deal which would satisfy the democratic unionist party. The bbcs business business website looks at the appointment of phil hogan from ireland as the new trade commissioner for the european union. Hes told reporters that that there had been movement happening on both sides of the brexit negotiations. City am says major us tech firms need to look out as the European Commission is expected to give Margrethe Vestager the new official responsible for overseeing competition, more powers in an expanded role. So they are saying take tech cover. The gulf news looks into the sacking ofjohn bolton president trumps National Security advisor. It says he seemed like an odd fit under the America First presidency. And finally, the bbcs Technology CorrespondentJane Wakefield has a fascinating article on the future of technology. She says leading scientists at the Uks Royal Society have called for an investigation into the opportunities and risks of brain to computer devices. James hughes, chief market analyst with axi trader is here. So, lets begin. Absolutely. There is a picture of borisjohnson on todays telegraph. He was answering a question, a history question, actually, in the classroom. But he is making history. And it talks about this all ireland deal as it were, that could get around the irish backstop, one