Apple Inc. shares fell Friday, as the consumer electronics giant launched its new line of smartphones and watches, and turned in their worst weekly performance the week of a major product launch since the original iPhone was released back in 2007, following less-than-stellar product reviews.

Apple shares AAPL, -3.17% fell 1% to close at $151.89 on Friday, as the iPhone 8 and iPhone 8 Plus, Apple Watch Series 3, and Apple TV 4K became available to the general public.

Don’t miss: Apple’s divergence from Nasdaq could spell trouble for tech stocks’ rally

For the week, shares fell 5%, their worst performing week prior to an iPhone or Apple Watch launch, according to FactSet data. Previously, the stock’s worst week of a product launch in the iPhone era was in June 2010, the iPhone 4 and iPhone 3GS launched.

Shares are down 6% from their close before Apple’s Sept. 12 event announcing its new offerings, and are down 7.4% for the month of September, on track for their worst monthly performance since April 2016. In comparison, the Dow Jones Industrial Average DJIA, -0.87% has gained 1.8% this month.

Some analysts, however, see the pullback in Apple shares as a case of “short-term pain for long-term gain” seeing the iPhone X was excluded from this week’s release.

The $1,000 iPhone X that is supposed to be Apple’s most advanced smartphone yet and is the focus for many Apple investors and customers. iPhone X preorders are scheduled to begin Oct. 27, with an official launch on Nov. 3.

Apple shares also logged their worst performance from an iPhone announcement to its release, according to Dow Jones data. Since the close of markets just after the iPhone 8 and iPhone 8 Plus were announced to Friday, Apple shares declined 5.6%. The previous worst performance was back when the iPhone 5s and 5c were released in September 2013 and shares had declined 5.5% from when the phones were announced.

Apple stock from product announcement to release, according to DJ data

iPhone Model Announced Available Performance iPhone 1/9/2007 6/29/2007 31.8% iPhone 3G 6/9/2008 7/11/2008 -5.0% iPhone 3GS 6/8/2009 6/19/2009 -3.0% iPhone 4 6/7/2010 6/24/2010 7.2% iPhone 4S 10/4/2011 10/14/2011 13.3% iPhone 5 9/12/2012 9/21/2012 4.5% iPhone 5s & 5c 9/10/2013 9/20/2013 -5.5% iPhone 6 & 6 Plus 9/9/2014 9/19/2014 3.0% iPhone 6s & 6s Plus 9/9/2015 9/25/2015 4.1% iPhone 7 & 7 Plus 9/7/2016 9/16/2016 6.1% iPhone 8 & 8 Plus 9/12/2017 9/22/2017 -5.6%

On Tuesday, shares barely managed a gain after ho-hum iPhone 8 reviews. On Wednesday, shares dropped 1.7% after a few prominent Apple Watch Series 3 reviews complained about spotty connectivity, an issue Apple acknowledged it was seeking to solve.

Thursday’s 1.7% decline followed an announcement that Alphabet Inc.’s GOOG, -2.37% GOOGL, -2.41% Google is spending $1.1 billion on a cooperation agreement with smartphone manufacturer HTC Corp. 2498, +0.16% to produce the Pixel smartphone and mixed reviews on the Apple TV 4K.

Apple Watch Series 3 Review: No iPhone, No Problem?

Week of mixed reviews wrap up with those for Apple TV 4K

The series of reviews continued Thursday with the new Apple TV 4K. Nilay Patel at The Verge characterized the Apple TV 4K, which starts at $179, as being “so close, so far.”

While confident that Apple “will figure this TV thing out,” Patel thinks that cheaper options like Roku Inc.’s streaming devices make it difficult to justify the $179 price tag on the Apple TV 4K.

Roku IPO: 5 things to know about the streaming-media company

“If you buy one of the most expensive TV products on the market, you shouldn’t have to think about whether you’re getting access to a complete content library, the best audio and video quality possible, and YouTube in 4K.,” he wrote. “You should get it all, and never think about it again. It should light up all of the lights.”

Price was also an issue for David Katzmaier at CNET. “Is it worth the extra money?” he asked. “Not for most people.”

See also: Nvidia announces new Shield TV configuration priced to match Apple TV

Over at BuzzFeed, Nicole Nyugen makes the direct point that if you don’t own a 4K TV—which, in an informal poll, she found 65% of millennials don’t—there’s no point in buying the Apple TV 4K, adding that it’s “for people who have the latest tech and are really into their home entertainment systems.”

Meanwhile, Devindra Hardawar at Engadget, in his initial review, said after spending one day with the Apple TV 4K, “it’s the streaming box I’ve been waiting for.” He writes: