Apple's Tim Cook might have thought yesterday, as he walked away from the cheering crowds of Apple employees and rabid New York Times writers, that he had won the day.

However, Apple shares fell 1.9 percent as shareholders realised that there were no transformative products that could jumpstart the company's sales ahead of the crucial holiday season.

Apple shares usually drop an average of 0.4 percent on the day of iPhone announcements because the hype never matches the reality but this is a much bigger fall.

The big iPad received a raspberry because it was too big and similar to Microsoft's Surface tablet and the new iPhones were too similar to those released a year ago. The Apple Surface Pro even came with a stylus, which is something that Apple fanboys mocked for years. In fact the only innovative thing about it was that it required recharging every ten hours making it the chocolate teapot of pencils.

All they had which was new was the 3D Touch which is a "so what?" technology which no one really needed or cares about. It was certainly not worth upgrading to get.

Jobs' Mob has clearly given up on any pretence of "thinking different" and short of ideas has copied itself and others.

We expected the Apple TV announcement to be hugely disappointing. Apple has mostly dialled back its ambitions this year as it plans a bigger telly service announcement next year. But you would think that after all these years not upgrading the Apple TV, Jobs Mob could have come up with some more interesting hardware.

What we got were demonstrations showed tricks to make viewing easier voice control which can rewind a video for 15 seconds and turn on subtitles, when a viewer asks something like "What did she say?"

Oddly Cook said that Apple had worked really hard, and really long on that project. The new set-top box will include an app store and let developers create new software for Apple TV, including video games.

Again nothing that you can't get elsewhere and probably a lot cheaper.  We expect the Tame Apple Press will go into damage control limitation exercise and try to convince the world that everything is brilliant.  Watch the comments below for statements from "Apple investors" claiming that their shares have gone up and that there was tons in yesterday's rally to get excited about.