Why The Bar for Apple’s Sept. 9 Event Is Incredibly High

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Why The Bar for Apple’s Sept. 9 Event Is Incredibly High

TIME

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This post is in partnership with Fortune, which offers the latest business and finance news. Read the article below originally published at Fortune.com.

By Philip Elmer-DeWitt

The invitations went out at noon on Aug. 28, confirming month-old leaks, eliminating one uncertainty and giving the stock a little boost.

Now it’s up to Apple to deliver.

The bar is high — as it always is for this company — but this time Apple’s executive team may have been hoist on its own rhetoric.

In May, senior vice president Eddy Cue described what’s coming this fall as “the best product pipeline” he has seen in 25 years, words he may regret if that pipeline is found lacking.

Meanwhile, CEO Tim Cook promised that Apple would break into new categories — in other words, something beyond iPhones, iPads and Macs. Pressed by the Wall Street Journal’s Daisuke Wakabayishi…

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