The cybersphere was whipping itself up into a frenzy yesterday ahead of the launch at 10am Pacific Time (6pm UK Time), and PRWeek spoke to four US tech PRs about what they were expecting from the event.
The company unveiled new versions of the iPhone 6s, an iPhone 6 Plus, the Apple TV, an updated Apple Watch, plus its biggest iPad yet, the iPad Pro, including a new stylus.
Film from the event and key announcements can be found on the front page of Apple's website this morning, with the firm using the message 'the only thing that's changed is everything' to describe the iPhone 6s, and 'to wear it is to love it' for the Apple Watch.
Away from the tech itself, the event, which was nearly two and a half hours long, was lent some glitz and glamour by the band OneRepublic, whose short gig ended the event - despite widespread rumours that Taylor Swift would make an appearance. In addition, Apple hosted the two Americans who apprehended a gunman on a French train last month, with CEO Tim Cook saying the firm was "inspired by their heroism".
We knew the iPhone 6s was gonna be amazing, & it is, but the new Apple TV blew our minds. Television channels are up for a paradigm shift.— OneRepublic (@OneRepublic) September 9, 2015
Honored to have Spencer Stone and Anthony Sadler join us today. We are inspired by their heroism. pic.twitter.com/1K1gtGbkzw— Tim Cook (@tim_cook) September 10, 2015
Despite all this, the company's share price closed the day nearly two per cent down, at $110.15.
However, this downturn was tipped by analysts JP Morgan to be only temporary, with the firm telling the UK's Independent newspaper: "We believe that Apple has plenty of additional growth drivers which can propel earnings ahead of 2016 street estimates."
Consumers appear to have taken more kindly to the product announcement, with UK analytics firm Brandwatch showing a spike in 'intent to buy' the iPhone.
Writing in the New York Times, Farhad Manjoo agreed the company's new release was likely to be a winner in a piece entitled 'Eight Years After the First iPhone, Apple Keeps Going Its Own Way', which concluded: "Eight years after its introduction, the iPhone has won the biggest game in the world — and it will keep winning."