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蘋果電腦公司（Apple Inc.）9日舉行萬眾矚目的秋季新品發布會，推出近13吋的大螢幕iPad Pro、搭載最新3D Touch Display技術的iPhone 6S系列手機、以及能聲控的電視機上盒Apple TV。但投資人與社群媒體似乎未感驚豔，發布會結束後，蘋果股價應聲下跌。
新iPhone 6S和iPhone 6S Plus的外觀與前代iPhone 6系列並無二致，尺寸也維持在4.7吋與5.5吋，除了銀色、金色、太空灰，還增加玫瑰金的新色，改採700系列鋁合金機殼，配備A9晶片，記憶體增為2GB，相機功能也大幅提升。新機種搭載的3D Touch Display可識別輕觸、按壓、重壓等3種指壓力道，讓使用者操作更加快捷。
12.9吋的iPad Pro瞄準企業用戶，蘋果執行長庫克稱其為「有史以來最強大的iPad」，使用A9晶片，號稱速度比市面上8成筆電還快，並推出專屬觸控筆Apple Pencil與鍵盤Smart Keyboard。庫克甚至邀請宿敵微軟公司副總裁柯尼格斯保爾（Kirk Koenigsbauer）站台，講解如何以Apple Pencil在iPad Pro上使用Office App。
但iPad Pro被嫌螢幕太大，與微軟Surface平板電腦相像。
全新升級Apple TV似乎最令推特用戶印象深刻，它結合數位助理Siri語音辨識功能，方便使用者聲控操作，例如看電影時問：「她剛說了什麼？」Siri會將影片倒轉15秒並顯示字幕，可隨時詢問天氣等問題。Apple TV不僅能聽音樂、看電視和電影，還支援玩線上遊戲，更有專屬應用程式商店，將允許外界開發商編寫Apps。
美國市場研究機構「Technalysis Research」分析師歐唐諾說：「蘋果越來越難超越自己。」美國「第一手科技商機」基金經理藍迪斯說：「人們愛唱衰蘋果的新品發布會，因為人們期望太高，很難達到目標。」
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Phil Schiller, Apple's senior vice president of worldwide marketing, talks about the features of the new iPhone 6s and iPhone 6s Plus during the Apple event at the Bill Graham Civic Auditorium in San ．．． 較多Phil Schiller, Apple's senior vice president of worldwide marketing, talks about the features of the new iPhone 6s and iPhone 6s Plus during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015. (AP Photo/Eric Risberg) 較少
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2015年9月10日週四 台北標準時間下午5時46分
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