The buzz around Apple’s product launch event later tonight might have reached its crescendo right now, but the buildup started over a year ago. In its quarterly earnings call in April 2013, Tim Cook first mentioned “the potential of exciting new product categories.” Then Cook also reckoned some exciting product announcements coming later in the fall and through 2014. However, that wasn’t meant to be as all Apple has announced since is the iPhone 5S and the regular updates to its other product portfolios. Also Read - iPhone 13 launch date and more details tipped as part of new leaks
Looking forward to a great day in Cupertino! Join us at 10am Pacific. #AppleLive Also Read - iPhone 12 Mini reaches end of production already, say rumoursAlso Read - Flipkart Mobiles Bonanza sale top deals: iPhone SE, Poco X3 Pro and more on discount
Tim Cook (@tim_cook) September 9, 2014
Since then, Cook has continuously dropped hints about working on some of the best products the company has ever made and regular references to “new product categories” every now and then, fueling hopes of an iWatch, a bigger iPhone and then some more.
In April this year, Cook reiterated that something great was coming and one needs to be a bit more patient.
You want to take the time to get it right. Our objective has never been to be first. It s to be the best. To do things really well, it takes time. You can see a lot of products that have been brought to market where the thinking isn t really deep and, as a consequence, these things don t do very well. We don t do very many things so we spend a lot of time on every detail and that part of Apple isn t changing. It s the way we ve operated for years and it s the way we still operate. I feel great about what we ve got coming. Really great and it s closer than it s ever been, he told the WSJ in an interview.
A month later, Apple’s iTunes chief Eddy Cue added to Cook’s comments, raising hopes of consumers, industry watchers and investors.”Later this year, we’ve got the best product pipeline that I’ve seen in my 25 years at Apple,” he said at the Code conference.
Apple is known for managing expectations, giving off the record comments and even planting leaks when it feels the need to temper expectations from the street and media. Given that reputation, it is very unlike Apple to build up a frenzy around new product categories unless it is sure it has something that could do what the iPhone did to the smartphone industry.
For what it is worth, Apple has been gearing up to unleash what it feels will define the company’s future. Over the past two years, Apple has hired former Yves Saint Laurent CEO Paul Deneve as its vice president for special projects, former Burberry CEO Angela Ahrendts to head its retail operations as well as Patrick Pruniaux, former vice president of Tag Heuer s global sales and retail. Apple also hired legendary designer Marc Newson, a long-time friend of Jony Ive. Apple has also acquired Beats Audio, a brand whose headphones have become a fashion and lifestyle statement than for their performance.
“It’s in Apple’s DNA that technology alone is not enough. It’s technology married with liberal arts, married with the humanities, that yields the results that make our hearts sing,” Steve Jobs had said while introducing the iPad in 2010.
Tonight we will finally get a glimpse of the direction Apple will take under Tim Cook. And from the looks of it, Cook’s Apple will share the same DNA and take it a step further.