Apple's share price has fallen - off the back of - its latest product announcements.
It's confirmed two new iPhones - with screens that can detect how hard their user's pressing them.
The system - known as '3D Touch' - allows people to switch between apps more easily.
Phil Schiller from Apple hopes those buying the devices - the iPhone 6-S and 6-S Plus - will notice the difference.
Details: The new iPhone 6S and 6S Plus come with 4K video and they can "sense force".
The long-awaited device comes in silver, gold, space grey and rose gold.
The company added 3D touch while the displays are covered by a brand new glass "the strongest in the industry."
The technology giant also unveiled the iPad Pro - it has a bigger screen and a stylus to use with it called the 'Apple Pencil, its latest features for AppleWatch and what we can expect from AppleTV.
Here's some of the reaction on twitter;
The one thing that One Direction and Apple have in common is their rapid fire releases of new things that I need but cannot afford.
— Caitlyn (@caitykrone) September 9, 2015
Some of you have been asking about the apple specs. It is 1) round 2) red and green 3) this size next to a cat pic.twitter.com/eP8vPgOKap
— Laura Hudson (@laura_hudson) September 9, 2015
people LOVE tweeting about how much they hate new apple products via Twitter for iPhone
— Andrew Lowe (@andrewlx) September 9, 2015
Before the #AppleEvent begins...mass selfies/Periscopes... Jibber jabber abounds. pic.twitter.com/qt6oJ8Cgpu
— Neal Karlinsky (@NealKarlinsky) September 9, 2015
