“Let’s play a little game,” Nick Bilton writes for The New York Times. “If you were Timothy D. Cook, Apple’s chief executive, and you could have any gadget in the world that you wanted, what would it be? Forget that such a gadget doesn’t exist yet. Remember, you’re the chief executive. of Apple — you can just pick up your iPhone 10, scroll down to Jony Ive’s number and tell him to build you an iThingamajig.”

“So, what is it? A new iPhone with a double-sided screen? A 160-inch Apple television? (Too small? Maybe 260 inches?) An iWatch? Maybe you want an Apple-branded car?” Bilton asks.

“I’m sure we could play this game till the iCows come home,” Bilton writes. “Meanwhile, a lot of investors seem to be asking themselves this question, especially after Apple’s earnings report on Monday… Investors also exited the stock this week for another reason. Wall Street, and customers, have been waiting and waiting and waiting for an entirely new product category from Apple. You know, an iThingamajig.”

“In March 2012, Mr. Cook said Apple’s pipeline was ‘full of stuff.’ In May 2012, he said ‘the juices are flowing,’ at Apple and ‘we have some incredible things coming out.’ Then in an April 2013 earnings call, Mr. Cook said that there was ‘the potential of exciting new product categories,’ and that ‘we’ve got a lot more surprises in the works.’ Again this week he promised a new product category,” Bilton writes. “But we still haven’t seen it. It’s like listening to your friend at the bar say he can pop a beer cap off with his teeth, but he keeps using a bottle opener.”

Read more in the full article here.

MacDailyNews Take: Tim, have we got a fable for you: The Boy Who Cried Wolf.

Just kidding! A little birdy keeps telling us with ever-increasing urgency that something is definitely coming – and sooner than later.

Patience, padawans. Not much longer now.

• iPhone was released 5 years, 7 months, and 19 days after iPod.
• iPad was released 2 years, 9 months, and 5 days after iPhone.
• Tim Cook has been Apple CEO for 2 years, 5 months, and 8 days.

[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]