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On Wednesday, the Cupertino company held a blockbuster launch event. As well as its annual iPhone refresh (the latest device is the iPhone 6s), it also took the wraps off the long-rumoured super-size iPad Pro, and revealed a significantly overhauled Apple TV streaming top box.
Apple is also introducing new colours and apps for the Apple Watch, launching the latest version of its mobile operating system, iOS 9, and even found time to briefly show a new iPad Mini.
However, there were no real surprises: Nearly everything announced had been at least rumoured, if not leaked ahead of time.
Here's what Wall Street thought about it all.