DESPITE largely positive reviews, the Apple iPhone 5S and 5C have left consumers and investors sceptical.
More than a handful of tech journalists and experts have had hands-on time with the phone - including News Ltd's national technology reporter, Rod Chester - and the feedback is mainly positive. (You can read what they have to say about Apple's new phones below).
But some consumers are already comparing the iPhone 5S to The Simpson's Malibu Barbie, "now with new hat".
And of course, there's already a meme about it.
Others said the iPhone 5C looked like it was a toy.
Everything you need to know about the iPhone 5S and 5C
Apple iPhones fail to convince consumers, investors
Apple's share price dropped by two per cent since the day's opening of $506.20 a share after the release of the iPhone 5S and 5C.
The drop follows a year-long downward trend in Apple's share price. By April of this year, the tech giant had shed more than $300 billion of its value.
"As the new phones were unveiled and tech writers cooed, investors reacted with a collective 'meh'," wrote Wired business writer Marcus Wohlson.
The tech writer says Apple "failed to feed the insatiable consumer appetite for the new".
"If the market's immediate reaction is any indication - and in the era of high-speed trading, it usually is - the iPhone 5C and 5S unveiled today still don't go far enough," he wrote.
"After the presentation came to a close to the strains of Elvis Costello - no iWatch or new Apple TV in sight - the company's share price began to trickle lower."
CNN's senior editor at large, Adam Lashinsky says Apple has switched from a BMW or Tiffany's type luxury brand to a more "Chevrolet strategy".
"A quote from Steve Jobs appears on the wall of Apple's Town Hall auditorium building, where Tuesday's event took place," he wrote.
"'If you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long,' it reads. 'Just figure out what's next.'"
Keep in mind neither investors nor many consumers have had any hands-on time with the phones.