There’s a cliche that the market doesn’t like surprises, but today’s Steve Jobs’ Macworld keynote could’ve used some: Apple (NSDQ: AAPL) shares, which have already been slumping, fell hard during the address and are currently trading down around 7 percent. Apparently a thin Macbook and movie rentals—both of which were widely expected—weren’t enough to get the Mac faithful in a lather. That’s not to say the new products won’t have an impact. Check out shares of Netflix (NSDQ: NFLX), looking more than ever to be on a collision course with Apple, which are down around 5 percent today. Some of the chatter:

Michael Pachter, analyst, Wedbush Morgan: “Apple’s service is a supplement to what Blockbuster (NYSE: BBI) and Netflix have to offer, it is not a substitute… Apple’s iPod is a portable device. People may download movies to watch on their commute to work or on an airplane flight, but they probably won’t use the service to watch movies in their living rooms” (via Thomson)

Chuck Jones, Atlantic Trust Private Wealth Management: Offering the pervasive reaction: “They’re really good evolutionary products and features, but not revolutionary… It’s what people were expecting, but you always hope for more.” (via Bloomberg)

William Kreher, technology analyst, Edward Jones: “Apple has successfully completed the ecosystem it needs for a better long- term hold on the digital living room.”  (Via DJ Newswire)