Apple stages omni-launch; investors shrug

TV steals show; iPhones, iPad Pro leave analysts lukewarm

Tags: Apple Incorporated
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Apple stages omni-launch; investors shrug Tim Cook waxes lyrical about the new iPhone 6S range at the launch event in San Francisco. (Getty Images)
By  Stephen McBride Published  September 10, 2015

Apple went into launch overdrive last night (mid-morning in San Francisco), releasing iPhones, a voice-activated Apple TV, three refreshed OS', a 12.9-inch iPad along with a new iPad mini, and some updates to the Apple Watch.

The iPhone 6 and 6S took centre stage, sporting better cameras, faster chips, new colours and Force Touch, which Apple calls "3D Touch".

Cupertino's CEO Tim Cook made use of a Microsoft executive in an attempt to underscore the productivity credentials of the iPad Pro, which will start at $799 and will support a $99 optional stylus, creatively called the "Pencil".

In iOS 9, a system called Proactive makes Siri a little smarter. For example, if you are watching a video and she hears you saying "What did he/she say?" Siri will rewind for 15 seconds.

Apple TV appears to have stolen the show, with voice activation and its own dedicated App store.

Investors reacted poorly to the launch. Apple shares fell 1.9% to $110.15 by market close, but this reflects many Apple launches, where expectations run high in the industry. will report on the individual products throughout the day.

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