Stock does always react on announcements - if announcements let investors know or at least feel that there will be a future profit not yet priced-in the shares - then, they will go up.
If the announcements do not or are more or less disappointing or will result in less profits than priced-in, stock-prices will fall.
It is that simple.
I agree that there is a sort of saturation of the market concerning all competitors.
BUT: at the same time the competitors are not just arrived on apple´s level, they are going to surpass it.
Started with Samsung (they are announcing a really great Galaxy7) , now Huawei MateS (look for detailed infos! It´s worth it!) and other competitors are not bad either… don´t forget: with the iP6/6+ apple silently copied already its competitor Samsung´s Phablets...
Impossible for overpriced iPhones to hold their marketshare (other than by lower prices).
apple now is behind with nearly everything: Smartphones, skylake-notebooks, high-performant desktops, even TB3, 5k-Screens, and so on. They are behind most competitors in the future Streaming-market. In consequence, their profits from "classic" selling mp3-songs in their platform will melt down either. Amazon is world leader seller concerning ebooks and videos and will enter extremely aggressive in the Internet-TV-market and streaming as well.
And what is apple doing? They solder and glue their products to prevent their customers to upgrade - how stupid this is!
NO, they are losing on every battlefield at the moment. And there is no cavalry to save their lives - once their ammunition (gigantic financial reserves) have been consumed. it´s a little bit like the NOKIA-story… or HP, or IBM, or GM, … and even in apple´s own history it is a "déjà-vu"… now there is no Steve Jobs any more to save them with the right visions…
so: NO. it is not by accident that apple shares will go down step by step…
but have a look at Huawei´s stock: it´s shooting-up since 1-2 years..and does NOT react at all on the "market-situation"...
http://www.bloomberg.com/quote/002502:CH