Apple unveiled new iPhones that are largely unchanged from previous models and accompanied by an unexpected price cut for the cheapest model. Apple has also declared a price war on Netflix and Disney by launching a £4.99 per month video streaming service designed to reduce its reliance on sales of devices.

The company’s new models are so similar to last year’s lineup they may be upstaged by Apple TV Plus, the company’s upcoming video service, which is rolling out on Nov. 1 at $5 per month.

Apple, in fact, is already using the video service to promote iPhones, offering a free year of Apple TV Plus with new device purchases

Apple CEO Tim Cook didn’t have much new to say about the TV Plus service beyond its pricing and service date, although he did show a trailer for a new Jason Momoa-led series called See.

Like Netflix and similar services from Amazon and Hulu, Apple has been lavishing billions of dollars for original programs featuring stars such as Oprah Winfrey, Jennifer Aniston and Reese Witherspoon. The service will launch with nine original shows and films, with more expected each month. It will only carry Apple’s original programming, and will be available in 100 countries at launch.