FILE PHOTO: CEO Tim Cook presents the iPhone 11 at an Apple event at its headquarters in Cupertino, California, U.S. September 10, 2019. REUTERS/Stephen Lam/File Photo
(Reuters) -Apple Inc on Wednesday avoided price hikes of its best-selling iPhones during its biggest product launch of the year, focusing on safety upgrades rather than flashy new technical specs with the exception of a new adventure-focused watch.
The iPhone maker leaned into safety technologies like the ability to detect a car accident and summon a rescue from a remote mountaintop to add allure to its devices. Apple positioned itself as the brand to allow users to pursue excitement and adventure - with a safety net.
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