Apple product launch: prepare to be iMazed

Apple will finally unveil today what it's been working on for the past three years. And it better be good.

by Adam Gale
Last Updated: 09 Sep 2014

Following a performer like Steve Jobs can’t be much fun. Before he died, the Apple founder and tech visionary wowed the world with the iPod, the iPhone and then the iPad. His successor Tim Cook took the reins in September 2011 and will today reveal what many hope will be Apple’s next big thing.

Speculation has been rife ahead of the launch, which will take place at the Flint Center for the Performing Arts in Cupertino, California. After all, rivals Google, Amazon and Facebook have been busy with their cool new toys, ranging from driverless cars to delivery drones and virtual reality headsets, while the best Apple has done recently is buy up Beats headphones. Surely, they’ve got something special up their sleeve too?

Apple, of course, has done more than merely keep its cards to itself. True to form, the tech giant has stoked the intrigue for months, delivering mysterious invitations that reveal nothing about the event, and constructing a frankly rather suspicious building under a white shroud by the Flint Center. While MT would be thrilled if Apple had decided to break into the homebuilding market with the iHouse, it’s probably nothing quite so dramatic.

Most pundits predict iPhones with bigger screens (like Samsung Galaxies have), a new smart watch (also like Samsung) and technologies for health and fitness, digital payments and home automation (haven’t they been trying that since the 50s?).

Although there’s a decent chance that Apple will fall victim to its own considerable hype, it wouldn’t be wise to count out the possibility of it unveiling some revolutionary new device. After all, there are clearly plenty of investors who think the firm will hit just such a home run – shares in the company have risen 32% since April in anticipation of today’s launch. They can’t all be wrong, can they?

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