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The wait is finally over. Apple is expected to debut a bunch of new products at a press conference in San Francisco today (Sept. 9).

Sticking in what’s been the formula that seems to be working well, Apple will stream the event (which starts at 10 p.m. PST/1 p.m. EST)  online. The big reveal is expected to include the iPhone 6S and 6S Plus, as new versions of Apple TV, the iPad Pro, and possibly more.

Despite all the cool new gadgets on the way, anticipation for new iPhones may have slipped a little.

Reports USA Today:

Another iPhone is coming! Is that even still “a thing?” It’s not with investors – as the novelty has more than worn off.

Shares of Apple (AAPL) have fallen 6.2% in the 30 days prior to Wednesday’s widely anticipated announcement of the iPhone 6S. That’s a highly unusual move for the stock that has raced higher by an average of nearly 5% in the 30 days prior to the previous eight models. It’s the first time Apple’s stock has fallen leading up to an iPhone launch since the original iPhone in 2007 – ending what had been a dependable source of returns for investors.

Investors are counting on Apple to keep the excitement going over its aging iPhone smartphone line, which was first introduced more than eight years ago. The company gets two-thirds of its revenue from this single product line, 74% of its gross profit from the iPhone and this one product accounts for 61% of its stock price, says Trefis.com. Other new products including the iPad, Apple Pay, Apple Watch and Apple Music have failed to meaningfully diversify the company’s offerings – especially profitability.

Apple’s new unveil marks a productive summer for the tech company after launching Apple Music in June.

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