“Apple is not just unveiling a new iPhone next week. It is reintroducing the company,” Tim Bradshaw reports for The Financial Times. “That is the buzz building around what many in Silicon Valley see as the most significant event for Apple since the death in 2011 of Steve Jobs, its co-founder.”
“Tim Cook, chief executive, hopes to turn round a creeping perception that the company can no longer innovate like it once did,” Bradshaw reports. “After staring down competition from Samsung, which is now struggling in the premium end of the smartphone market that the iPhone dominates, Apple wants to reclaim the initiative, said Benedict Evans, partner at tech investor Andreessen Horowitz. For Apple’s leadership, ‘this is the coming out party,’ said Mr Evans. ‘We are now well out beyond the Jobs era.'”
“The big question is whether its new gadgetry can dazzle in the same way as the iPod, iPhone and iPad when they were launched,” Bradshaw reports. “One former Apple employee, who still works in Silicon Valley and asked not to be named, said the event would be an ‘acid test’ for Jobs’ successors.”
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