People that think this is underwhelming probably doesn't even know a thing about technology, and all they see is just appearance.
1. Go look into what the A9 (or even the A8) can do. If you are a person that only judge book by its cover, well, just buy a new phone during the non-S cycle
2. The A9X to me may not be the real game changer today (although it is a huge performance jump, but hey, people only judge by appearance), but it might be the starting of a turning point for a completely new class of products. Right now, the iPad Pro is a test bed (this is after all the first time Apple has a stylus support). It is still a huge deal, and I can't wait for the same tech to be on the regular iPad (12" is too big for me).
3. The technology behind the camera of the 6S and getting the ISP to have an algorithm that work just right are no easy feats. Go look at various Android phones that have superior camera hardware but crap result (yes Sony, I'm looking at you, where you cannot even make good pictures out of your own sensor). That shows you the "magic" in the software algorithm, and Apple seems to always give the best balance. Heck, my OnePlus One technically has a "better" camera than my iPhone 5, but I enjoy the experience on the iPhone 5 more.
4. The new Apple TV is not about the tech per se (although having a glass trackpad on the remote itself is an intriguing design and technology, but hey, innovation = different outside appearance, right?), but it is about leveraging the iTunes content and relationship that Apple has been building. I don't personally care about it, but if Apple can push this internationally (not just US centric), it can be quite big.
With many comments saying that the recent announcements were "underwhelming," it confirms me that most people, even those that claim they are geeky or techie, only judge things by the appearance.