By Rex Crum and Laura Mandaro, MarketWatch

SAN FRANCISCO (MarketWatch) -- Apple Inc. shares fell 2%, reversing a brief rise after the consumer electronics maker announced two new iPhones, including a lower-priced model.

Apple (AAPL) gave up $10.35 a share, to trade at $496.28 after the company revealed two new iPhone models -- a lower priced iPhone 5c and a high-end iPhone 5s -- at an event at the company's Cupertino, Calif. headquarters. (Read more about the details on the new iPhones: http://www.marketwatch.com/story/apple-lifts-wraps-on-iphone-5s-5c-2013-09-10.)

The iPhone 5C will replace the iPhone 5, and cost $99 for a 16-gigabyte model with a two-year carrier contract. It'll come in a range of plastic, bright colors. The iPhone 5S will come in gold and other metallic finishes and will run on the new A7 processor.

Pandora Media Inc. (P) shares rose 1.7%, to $20.47, erasing an earlier loss that came after Apple talked about its new iTunes Radio offering.

Intel Corp. (INTC) edged up 2 cents a share to $22.93 as the chip giant met with developers. CEO Brian Krzanich said it had developed a new low-power chip platform aimed at the emerging arena of wearable computers.

Hewlett-Packard Co. (HPQ) fell almost 1%, to $22.21 a share. The Dow Jones Industrial Average is dropping the computer-industry giant that is in the middle of a turnaround effort under Chief Executive Meg Whitman.

Netflix Inc. (NFLX) rose more than 5%, to an all-time high of $311.65 a share. The online video-streaming company is preparing to release its latest original series, "Derek," starring Ricky Gervais, on Thursday.

The Nasdaq Composite Index (RIXF), which counts Apple as one of its biggest components, rose almost 19 points, or 0.5%, at 3,725, and the Philadelphia Semiconductor Index (SOX) rose 1.7%.

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