Despite a seemingly positive lineup of new products at its launch event in San Francisco Wednesday, investors in Apple haven’t given the company tick of approval with AAPL shares declining in price during trading mid-afternoon on the NASDAQ.

Shares in the company were trading at $110.27 as of 3:41pm EDT, down $2.04 a share, or just over 2 percent.

Apple, led by Steve Jobs’ successor Tim Cook, launched a variety of new products, including updated smartphones the iPhone 6S and the iPhone 6S Plus, a new larger iPad in the form of the 12.9 inch iPad Pro, and perhaps the one potential game changer from the event, a new Apple TV that finally comes with support for gaming.

The most expected product lineup from the event was the new iPhones, and despite the pitch from the company stating that they were the most advanced yet, there was no change to the form factors of the phones, even if the internals such as the camera finally received an upgrade; the camera saw a 50 percent boost to every previous model starting at the iPhone 4 to 12 megapixels, up from the previous standard of 8 megapixels.

On the tablet side Apple led the event with the new iPad Pro, which among other things now offers as accessories a stylus named the “Apple Pencil” and a new soft touch keyboard; while getting various companies to show uses for the new iPad, along with delivering a lower than expected starting price, Apple did struggle however when it came to demonstrating a product with widespread appeal, particularly in a market where people are switching from buying high-end tablets to low-end ones.

Game changer

The stand out product from the event was without doubt the new Apple TV, a product once famously described by the late Steve Jobs as being nothing more than a “hobby” for the company.

Along with a nifty new remote control and beefed up hardware, the new Apple TV brings Apple’s app store to the device for the first time, complete with API and support for platforms such as Apple’s Xcode, but more importantly brings gaming to the device.

The demonstration of games at the event was impressive, and there is support for games currently available for both the iPhone and iPad ranges to be played on the device, however as we noted on the live blog of the Apple event, it came across very much like a product we’ve seen before, and that’s the original Nintendo Wii, complete with a game pitched at families called “Beach Sports” (very much a Wii Sports clone) where users wave the remote around to undertake game activities.

The market can be fickle, and so far the AAPL share price hasn’t been hammered too badly, but any decline after a new Apple launch event usually represents the fact that there hasn’t been glowing support for the new products revealed.

Photo by SiliconANGLE