Normally whenever Apple holds an event to unveil a new product, there is a certain amount of fanfare and awe. This time around however, there was considerably less attention for the tech innovators. The event revealed two new products as well as a revision to a current one. In addition, Apple CEO Tim Cook made it very clear that “We believe we have a responsibility to protect your data and to protect your privacy.” just before their battle with their FBI. They improved on the Apple Watch with new interchangeable bands and a price cut to $399, down from $449. There is also a new iPad on the market which is priced at $799, roughly $200 cheaper than it’s predecessor. The new iPad Pro is 9.7 inches instead of the 12.7 inches of the current iPad Pro. Apple is hoping the newer faster processor and it’s smaller form factor will lead to more sales.

Finally, the biggest unveil is a new iPhone. But instead of going bigger and better with an iPhone 7 reveal they revealed the smaller and cheaper iPhone SE. Apple’s second attempt at making a big splash in the mid tier market. Their first attempt to break into emerging markets was with the iPhone 5C which was generally considered a failure for many reasons including quality issues. The 4 inch iPhone is in response to people criticizing their continuous upgrades to larger screens in their attempt to keep up with the Samsung Galaxy phones. The new SE will be released on March 31st for $579, $30 more than the $549 Apple was quoted as earlier. All this presumably to reinvigorate declining sales in almost all it’s product lines. Their stock has fallen almost $30 from their all time high last year.