It is almost six years since the co-founder and former CEO of Apple, Steve Jobs, died.

This evening the company's annual September big product reveal may have been in a new home.

But the influence of the company's late co-founder Steve Jobs was certainly present in the shiny purpose built theatre named after him on Apple's new billion dollar campus where the event took place.

It was, as it always was when Jobs was in charge, a typically glitzy affair.

No expense was spared in the polished presentation.

Journalists were flown in (at Apple's expense) from all over the planet.

All the top Apple execs were there.

The show was choreographed and scripted down to the last second.

And of course there were new products and services, which Apple claims are the best in the world.

Stripping away all the razzmatazz and gloss though, what was new?

First there is the trio of new phones - the iPhone X, 8 and 8 Plus.

The X is certainly something of a step forward with new features such as a Super Retina OLED HDR display that covers almost the device's entire front, facial recognition software for unlocking it, a new camera, wireless charging and more.

The iPhone 8 and 8 Plus are more of a half step forward - more of an upgrade to the iPhone 7 and 7 Plus of last year.

They also feature new displays, new cameras, new colors and like the iPhone X they are optimised for Augmented Reality applications.

Apple also launched a new version of Watch featuring its own cellular connectivity, which means it can be internet connected without the need to be tethered to Wifi or an iPhone.

There was also an upgrade to Apple TV, which now can play 4K content.

Plenty to talk about and plenty for die-hard Apple fans to get excited about, no doubt.

But the question remains, has the company done enough to solidify its fan base and broaden its reach to those who aren't so wedded to the brand?

Those, for example, who look for the best value in a phone rather than a particular ecosystem.

Those who don't have close to or above €1,000 to spend on a new handset.

Apple is slowly but surely coming under significant pressure in the market.

Yes it remains a giant - a leader that churns out exceptional quality technology at a premium price.

It has an incredibly robust balance sheet, with $246 billion in cash just sitting there for a rainy day.

But of late it has also been struggling to maintain the momentum it has enjoyed in recent years with the iPhone, the single biggest revenue generator for the firm.

Last year it suffered its first ever drop in iPhone sales and since then shipments of the handset have been up and down.

It still sells tens of millions of the device each quarter. But something has caused a slowdown or suspension in growth.

Tim Cook, Apple's CEO, previously blamed the blip on people delaying upgrades until today's anniversary edition of the iPhone was released.

But there may be more to it than that.

For starters, smartphone penetration has reached near saturation point in Apple's main markets of the US and Europe.

That means Apple is going to have to up its game in innovation, or look further afield for growth.

But that is easier said than done. Markets in developing countries are still not mature enough to support Apple's premium pricing in any significant volumes.

Instead, customers in these markets are sticking with low to mid-tier smartphones and feature phones.

Apple also continues to struggle to get a strong foothold in China and to compete with the many Chinese manufacturers like Huawei and Oppo which are starting to have a big impact on the market with really good quality, less expensive devices.

Just last week, for example, Huawei officially overtook Apple as the world's second largest smartphone manufacturer by sales according to Counterpoint Research.

And finally, just maybe, despite all the glitz, glamour, expense and marketing hype, Apple's innovations just aren't enough for people anymore.

After all, many of the "new" features on the phones unveiled tonight are already available on handsets made by Samsung, Huawei, Sony and others.

Smartphones now do so much, it is becoming increasingly difficult to make new versions truly unique and special, no matter what the marketing blurb says.

And yet that's the challenge facing Apple and all the other manufacturers as they try to compete in the cutthroat device market.

As a result, Apple will be hoping its fans find its new devices have enough of an X-factor to make them part with their hard earned cash and get that sales growth back on an upward curve.

Comments welcome via Twitter to @willgoodbody