When the original iPhone debuted in 2007, investors cheered the news, pushing Apple's stock up 8 percent on the day of the event. Since then, the market's reaction to the annual unveiling has been mostly negative. For the following six years, Apple's stock ended down five times on the days of the events, averaging a loss of almost 2 percent.
The company once famous for keeping its new products under wraps has grown leakier, so by the time the event rolls around, the stock price has already factored in some of the expected news. This year, the bigger iPhones, the mobile payments system and the smartwatch were all expected -- and announced at the event. Shares of Apple ended the day down 37 cents, or less than 1 percent.
As the event was unfolding, though, the stock did more interesting things, minute by minute. Here's a screen grab from our Bloomberg terminal.