What will cook bring us? Let's wait and see.
Three years ago, Tim cook was the only new product category to date: the Apple Watch.
This should be the moment for cook, and it's in the right direction: to innovate in a product category that was not favored at the time, which is apple's signature approach.
Cook had always said that no one would forget jobs and his influence and spirit on apple, but he was never constrained by what jobs would do. From the day he took the flag, cook was not in doubt. Today, with Mr Cook's steady and growing influence, apple is surely a bigger and more successful company than ever before. It is toward the trillions of dollars value way, apple has also been listed as "fortune 500" list (after wal-mart and Berkshire hathaway) ranked the top of the list company, it is to earn a lot of profits, and has an enviable cash reserves, it is enough to buy a Netflix or Disney.
庫克一直都說，沒有人會忘記喬布斯以及他對蘋果的影響和精神，但是他從來沒有受到“喬布斯會做什么”這種看法的束縛。從接過蘋果的大旗那天起，庫克就沒少受質疑。今天，在庫克穩定、影響力逐漸擴散的代領下，蘋果無疑是一個比以往任何時候都更大更成功的公司。它正在朝萬億美元市值的方式前進，蘋果也被列為“財富 500 強”榜單（沃爾瑪和伯克希爾哈撒韋之后）排名前三甲的公司，它正在賺取大量利潤，并擁有令人羨慕的現金儲備，這足以購買 Netflix 或迪士尼。
Apple and cook don't need to change the upcoming conference to apple's trajectory, even so, it is also a long history of apple, another era, is more significant for the cook.
Apple is sure to release its latest iPhone in the early hours of Sept. 13. Most experts expect the redesigned flagship iPhone to take a full-screen design of OLED, leaving only small gaps (" bangs ") with cameras and other sensors. The new flagship iPhone doesn't have a Home button or Touch ID, but it will support wireless charging. It may lead to the design of the back of the glass and a redirected dual camera system. In short, it will be the iPhone 6 or iPhone 4 that has changed the most. The iPhone 8, or iPhone X, will mark the tenth year of the iPhone's launch, and will the new device "change the world" again?
北京時間 9 月 13 日凌晨，蘋果肯定會發布其最新的 iPhone（可能有多款）。大多數專家預計重新設計的旗艦 iPhone 將采用 OLED 的全面屏設計，只留下承載攝像頭和其它傳感器的小缺口（“劉海”）。新的旗艦 iPhone 沒有 Home 鍵或 Touch ID，但它將支持無線充電。它可能帶來玻璃背面的設計和一個重新定向的雙攝像頭系統。簡而言之，它將是 iPhone 6 或 iPhone 4 以來改動最大的一款 iPhone。“iPhone 8”（或者稱為 iPhone X）也將標志著 iPhone 推出的第十個年頭，新的設備能否再次“改變世界”？
That is Apple in cupertino, California Park land held the first activity, it is a PangDaXin headquarters covers an area of 175 acres, the upcoming new opening will be held in Steve jobs, the theatre, which was designed by Steve jobs and naming of the site of the 1000 seats. Here is a place with jobs, but also the perfect place for cook to get rid of jobs's shadow.
這也是在加利福尼亞州庫比蒂諾市的 Apple Park 土地上舉辦的第一個活動，這是一個占地 175 英畝的龐大新總部，即將到來的新品揭幕將在史蒂夫·喬布斯劇院舉行，這是由喬布斯設計和命名的擁有 1000 個座位的場地。這里是擁有喬布斯元素的一個地方，但也是庫克擺脫喬布斯陰影的完美之地。
Although all cook led Apple: Apple Watch, Apple Pay, iPhone product line extension to the models, the Pro and Apple Pencil, AirPods, the upcoming HomePod and the explosive growth of the service business, but Apple, especially cook, is still considered in some of the "principles" destroy jobs. This is one of the reasons people claim that apple is no longer innovative, or "boring".
盡管庫克領導著蘋果的一切：Apple Watch、Apple Pay、iPhone 產品線擴展到多款型號、iPad Pro 和 Apple Pencil、AirPods、即將到來的 HomePod 以及爆炸式增長的服務業務，但蘋果，尤其是庫克，仍然被認為是在破壞喬布斯的一些“原則”。這是人們聲稱蘋果不再創新的原因之一，或者說是“無聊”的原因之一。
Apple employees before Bob Burrough in apple's inauguration in 2007-2014, this period is just across the jobs and cook two times, Burrough earlier this year on social media, said: Tim will apple from a change (change - maker) into a boring operation company.
蘋果前員工 Bob Burrough 于 2007 年-2014 年在蘋果就職，這段時期剛好跨越了喬布斯和庫克兩個時代，今年早些時候 Burrough 在社交媒體上表示：蒂姆將蘋果從一個創變者（change-maker）變為了一家枯燥運營的公司。
After a period of time in the past, he still think apple is a company "boring", but he also thinks the upcoming conference is still a tempting opportunity for cook, he wants to cook can use this opportunity to show to the world of apple's idea.
Burrough said although he used to have a meeting with jobs and cook (but no chance to report directly to their work), but he pointed out that the 10th anniversary, celebrating the birth of iPhone or just focus on a big conference, there will not be as.
Burrough 表示盡管他過去曾經和喬布斯和庫克都開過會（但從來沒有直接向他們匯報工作的機會），但他指出，慶祝 iPhone 誕生十周年，又或者只是專注于帶來一場盛大的發布會，是不會有作為的。
However, Mr Cook determined that apple's role in expressing itself around the world would not change. Every day, apple is committed to bringing really good products to market.
In the past, however, Mr Cook could not escape entirely. This was partly due to jobs and cook's opposite personality. Mr Jobs was a showman, and Mr Cook was a man willing to give the stage to other executives. Cook is friendly, funny, warm and relatively open. Although jobs was fun, he was always on the strong side. Jobs took control of the stage when the product was launched. He is a master, and he can talk for a long time.
Cook's character is not the one that makes you forget the past, it's about the difference and embracing the love of apple and still pointing to your future. If anything, it would only overstate apple's iconic legacy of Steve jobs.
"Apple is the victim of its success and its myth:" apple has always been positioned to be highly original, disruptive and innovative, "Forrester Research analyst j.g. ownder said in an email to Mashable.
Forrester Research 分析師 J.G.Gownder 在一封給 Mashable 的電子郵件中表示：“蘋果是其成功記錄及其神話的受害者：“蘋果一直定位為高度原創，破壞性和創新性。”
The Gowner noted that Apple's major game-changing products, such as the Apple II, Mac, iPad, and, of course, the iPhone, were born in the era of Steve jobs. Many are still waiting to see if Mr Cook can achieve the same "achievement". Can apple shock industries, create new industries, or change the way we work and live? It was a huge task, and it was also the weight of Steve jobs.
Gowner 指出，蘋果主要改變世界的產品，如 Apple II、Mac、iPad，當然還有 iPhone，都是在喬布斯時代誕生的。許多人都還在等待看看庫克是否可以達成同樣的“成就”。蘋果還能讓行業震驚，創造全新的行業，又或者是改變我們的工作和生活方式嗎？這是一項很巨大的任務，也是史蒂夫·喬布斯留下的重壓。
Cook, of course, is aware of the importance of the event, and he and apple are expected to mark the 10th anniversary of the company's most important product. However, not everyone agrees that this is the moment, and some insist that the 2014 Apple Watch event is truly a unique moment for cook at Apple.
庫克當然意識到這一發布會的重要性，人們期望他和蘋果通過一些方式來紀念該公司最重要產品的第十個年頭。然而，并不是所有人都認為是這一個時刻，有些人堅持認為 2014 年的 Apple Watch 發布會是才是真正屬于庫克在蘋果的獨特時刻。
Shortly after the launch of the Apple Watch and Apple Pay, the famous Dr Mo said: "Apple's Tim cook era officially came, and this is a subtle difference from Steve jobs' Apple. Dr Mo believes this shift is akin to shifting from technology and free art to technology and fashion, technology and finance.
Apple Watch 和 Apple Pay 發布后不久，著名的莫博士曾經表示：“蘋果的蒂姆·庫克時代正式來臨，這與史蒂夫·喬布斯的蘋果有著微妙的差異。莫博士認為，這種轉變就像是從技術和自由藝術轉變到技術和時尚，技術和金融。
Part of it is also true. It marked the beginning of the cook era. Still, Mr. Cook has been compared to Mr. Jobs. While the Apple Watch has nearly 50% of the smartwatch market, which is the same level as the iPhone, no one would think that the Apple Watch has the same social impact as the iPhone.
當然有一部分觀點也是對的。它標志著庫克時代的開始。不過，庫克仍然被拿來和喬布斯進行比較。盡管 Apple Watch 甚至擁有智能手表市場的近 50％份額，與 iPhone 屬于同一水準，但沒有人會認為 Apple Watch 有等同于 iPhone 一樣的社會影響。
So, although the Watch was introduced cook Apple products, but jobs iPhone still is the most important thing in Apple products, no matter how "iPhone 8" breaking out of the egg cook can claim that it is the product of their completely.
所以，雖然 Apple Watch 是庫克推出的產品，但喬布斯的 iPhone 仍然是蘋果產品中最重要的存在，無論“iPhone 8”如何破蛋而出，庫克都不能完全聲稱它是自己的產物。
Of course, Mr. Cook's debut on the stage after Mr. Jobs's death in 2011 was also an important moment for him. Groomed apple analyst, said: "from the point of view of Wall Street, Steve died first release activity is one of the most important, because it means that since then, apple's success and failure will be pressure in the cook's shoulder."
當然，庫克在 2011 年喬布斯去世后的首次登臺，也是他的一個重要時刻。蘋果分析師 Tim Bajarin 表示：“從華爾街的角度來看，史蒂夫去世后的第一次發布活動是最重要的，因為這意味著從那時起，蘋果的成功與失敗就將壓在庫克的肩膀上。”
Bajarin said: "on behalf of the 10th anniversary of the event is also important, because it marks the success of the iPhone, apple as an investor, the profitability of the recovery, and it is in the design of visionary Steve jobs theatre."
Bajarin 表示：“代表 iPhone 十周年的事件同樣重要，因為它標志著 iPhone 的成功，蘋果公司作為投資者的盈利能力的復蘇，而且它在史蒂夫·喬布斯設計的富有遠見的劇院舉行。”
In addition to the iPhone's anniversary, Mr. Cook's other new products, which he will unveil, will be memorable.
除了 iPhone 周年紀念之外，庫克推出的其它新品，他會如何揭開神秘的面紗，也將會讓人難以忘懷。
If the rumors are true, we're going to have a lot of new phones, a new Apple Watch, or maybe a new Apple TV. We're also going to get iOS 11, MAC OS High Sierra's official push date, and maybe a specific launch date for HomePod smart assistant/speaker. But these are not new product categories, and for some it may seem like a surprise.
如果傳言是真實的，我們將會迎來多款新手機，一款新的 Apple Watch，也可能是一款新的 Apple TV。我們還將獲得 iOS 11，macOS High Sierra 正式版的推送日期，可能還會公布 HomePod 智能助手/揚聲器的具體開售時間。但這些東西不是新的產品類別，對一些人來說可能會顯得驚喜不足。
Apple's secrecy in general was better than it is now, so much of what Mr. Jobs has announced on the stage in the past few decades is a surprise. Cook used the classic phrase to release the Apple Watch in 2014, a big moment, but not all of the surprising products have been rumored for months.
喬布斯那時候蘋果的保密總體來說要比現在好，所以喬布斯過去幾十年在舞臺上公布的很多事情都是一種驚喜。庫克在 2014 年引用了經典的短語來發布 Apple Watch，這是一個很重大的時刻，但并不是所有令人驚訝的產品都存在已經傳了好幾個月的傳聞。
The upcoming press conference is the perfect moment for cook to surprise us with some new, unimaginable ways of doing things that we don't know yet. Tim cook absolutely knows what this means. Mr Cook has a chance to wipe out the shadow of his founder, Steve jobs, and create jobs like Steve jobs.
At the Steve jobs theatre, cook is expected to create his own apple era. It remains to be seen what cook will bring to the event.
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