Apple (NASDAQ:AAPL) left both fans and investors underwhelmed with the latest product upgrades unveiled at its annual September product launch.
New versions of the iPhone, its Apple TV, which now works with Siri, and iPad Pro, an office-worthy tablet, met mixed reactions.
The tech giant reckons the iPad Pro has the capability to work in place of a laptop.
The tablet, which will have a 12.9 inch screen, will be able to run Microsoft Office and Adobe products and is “the most capable and powerful yet” according to Cook.
Controversially, the firm released a new pen, or stylus, with the iPad retailing at US$99.
Steve Jobs, the former boss, once said that such a tool for pointing and writing on devices would be something no-one would want and would be easily lost.
He said the pointing device Apple users should use were the ones they had been born with - ten of them.
Many in the Twitterverse expressed outrage at the product, which was seen as a step back for the firm.
One Apple fan was less fussed, tweeting: “Apple: "we're excited to annou-" Me: I'll buy it, Apple: "just let me fini-", Me: Just. I'll buy it. I said I'll buy it.
Elsewhere, chief executive Tim Cook said Apple’s latest iPhones were, “the most advanced smartphones in the world."
Not everyone was as excited, however.
Investec said Apple’s launch event “went broadly as expected”, with only “incremental improvements” to the latest model iPhone.
The iPhone 6S and the iPhone 6S Plus will feature Apple’s 3D touch technology which will recognise the amount of force put on the phone, and offers varying functionality based on how lightly or firmly the screen is pressed.
An upgraded Apple TV will be available late next month, equipped with Siri voice interaction compatibility and a small remote control with motion sensors.
The device also will allow users to play video games on their Apple televisions, with some suggesting it could lead to an Apple video game console in the future.
The event opened with statistics about the Apple Watch, which is expected to add Facebook messenger as an app in the near future. Cook said Apple Watch customer satisfaction is at 97%.
Shares drifted 1.9% to US$110 after the presentation.