Apple iPhones get bigger and pricier, Watch turns to health (3)

Shares of fitness device rival Fitbit Inc fell about 3.7 percent after the Series 4 introduction. Shares of Garmin Ltd lost some earlier gains and were flat in midday New York trade.

Shares of optical components makers Lumentum Holdings Inc and Finisar Corp, suppliers that power iPhone X's Face ID feature and the TrueDepth camera technology, were down 1.6 percent and 0.4 percent in afternoon trading.

Executives made the announcement at the Steve Jobs Theater at Apple's new circular headquarters in Cupertino, California, named after the company's co-founder who wowed the world with the first iPhone in 2007.

"There's no real game-changer on the table," said Hal Eddins, chief economist at Apple shareholder Capital Investment Counsel. "It's a matter of getting people to keep moving up."

The company is also expected to unveil a new version of its wireless AirPods earbuds with wireless charging and a wireless mat that will be able to charge several devices at once.