Apple stock edged up ever so slightly following the launch of the iPhone 7 and a host of other goodies designed to capture consumers' imaginations, rising 0.61 per cent.
All eyes are on Apple after a slow year for the world's most valuable company, but did the tech titan impress? Here's what the analysts had to say...
IPHONE 7 VERDICT
"Overall, the advances in this year’s phones on top of those in last year’s devices should make for a fairly significant upgrade for the typical two-year upgrader," said Jan Dawson of Jackdaw research.
"This event was a big test of Apple’s ability to continue to tell a compelling story around its annual product upgrades, and early sales of the iPhone 7 will be a good indicator of whether it succeeded in weaving a narrative that people find compelling."
Ben Wood of CCS Insight said: "Although some may view the iPhone 7 and 7 Plus as incremental improvements, Apple has proven many times over that iteration wins when underpinned by the Apple brand, installed based and ecosystem.
“In the context of a smartphone market that is firmly in an innovation drought, there’s a strong argument that the iPhone 7 is more than an iterative update. Upgrades are all important to Apple and for consumers coming from an iPhone 5s or iPhone 6, the iPhone 7 will feel like a considerable step up”
Ian Fogg of IHS Technology said: "We expect the new iPhone 7 camera design will successfully convince consumers to upgrade their older iPhones, despite the lack of headphone socket. IHS Technology forecasts Apple will ship 209 million iPhone units in 2016."
Ernest Doku of USwitch said: "Despite being touted as a credible numbered sequel, it was difficult to escape the feeling that the iPhone 7 is very much an iterative device rather than the step change needed to allay concerns of falling fortunes.
“Having said that, the device nailed the key features consumers look for in a flagship smartphone, from an improved display and increased resilience to water and dust, to an improved camera and better battery life."
For most consumers, these smartphone cameras are the best cameras they have ever owned.— Ben Bajarin (@BenBajarin) September 7, 2016
Why innovation here matters.
Reminder: Apple launched the fingerprint scanner a year before adding Apple Pay. It just launched a 3D camera.— Benedict Evans (@BenedictEvans) September 7, 2016
“The removal of the headphone jack will be the spark for widespread innovation in accessories and a meaningful revenue opportunity for Apple. 12 months from now, the removal of the headphone jack will be viewed as an Apple masterstroke," said Ben Wood of CCS Insight.
Ernest Doku of USwitch: “The loss of the headphone jack is likely to divide opinion. The pricey AirPod earphones are part style statement, part practicality, but Apple just didn’t seem to land a persuasive justification for the bold move. The headphone adaptor helps bridge the gap, but suggests a lack of commitment to something touted as a courageous step.”
In my opinion, the new AirPod case is the biggest idea today.— Horace Dediu (@asymco) September 7, 2016
APPLE WATCH SERIES 2 VERDICT
"Apple is pulling out all the stops to broaden the appeal of the Apple Watch. GPS and waterproofing are positive and much requested features while the addition of Pokemon Go and new designs including a ceramic variant should reinvigorate interest ahead of the critical fourth quarter sales season," said Ben Wood of CCS Insight.
“Watch Series 2 is an iterative update that underlines Apple's commitment to a challenging category. The addition of GPS and the Nike partnership will broaden appeal with runners in particular"
Ian Fogg of IHS Technology said: "Apple addresses some of the rough edges in the first generation smartwatch, including speed, degree of water resistance and ability to accurately track runs when used independently from an iPhone. These are sensible but unexciting enhancements.
"However, while series 2 will appeal to consumers who liked the original design, Apple will attract few new admirers with the similar design. For now, the increased fitness capabilities and Nike partnerships will keep the Apple Watch business moving, without creating a break out new product category success for Apple as the original iPhone was nine years ago."
Ernest Doku from Uswitch said: “Doubling down on the fitness aspect of the Apple Watch Series 2, Apple’s flagship wearable finally has a true purpose. From a more robust design to water-resistance and GPS support, the sequel is a smart evolution of the original device, challenging the likes of FitBit and Garmin in the wearables market.
"However, the success of the Apple Watch needs to be considered in relative, rather than absolute terms. To date it has under-performed and they’ve not managed to deliver a hit for that all important ‘prime real estate of the wrist’. Apple is relying on hardware iterations for market growth - but only time will tell if the new Apple Watch can deliver what its predecessor couldn’t.”