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.
库克一直都说，没有人会忘记乔布斯以及他对苹果的影响和精神，但是他从来没有受到“乔布斯会做什么”这种看法的束缚。从接过苹果的大旗那天起，库克就没少受质疑。今天，在库克稳定、影响力逐渐扩散的代领下，苹果无疑是一个比以往任何时候都更大更成功的公司。它正在朝万亿美元市值的方式前进，苹果也被列为“财富 500 强”榜单（沃尔玛和伯克希尔哈撒韦之后）排名前三甲的公司，它正在赚取大量利润，并拥有令人羡慕的现金储备，这足以购买 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?
北京时间 9 月 13 日凌晨，苹果肯定会发布其最新的 iPhone（可能有多款）。大多数专家预计重新设计的旗舰 iPhone 将采用 OLED 的全面屏设计，只留下承载摄像头和其它传感器的小缺口（“刘海”）。新的旗舰 iPhone 没有 Home 键或 Touch ID，但它将支持无线充电。它可能带来玻璃背面的设计和一个重新定向的双摄像头系统。简而言之，它将是 iPhone 6 或 iPhone 4 以来改动最大的一款 iPhone。“iPhone 8”（或者称为 iPhone X）也将标志着 iPhone 推出的第十个年头，新的设备能否再次“改变世界”？
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.
这也是在加利福尼亚州库比蒂诺市的 Apple Park 土地上举办的第一个活动，这是一个占地 175 英亩的庞大新总部，即将到来的新品揭幕将在史蒂夫·乔布斯剧院举行，这是由乔布斯设计和命名的拥有 1000 个座位的场地。这里是拥有乔布斯元素的一个地方，但也是库克摆脱乔布斯阴影的完美之地。
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".
尽管库克领导着苹果的一切：Apple Watch、Apple Pay、iPhone 产品线扩展到多款型号、iPad Pro 和 Apple Pencil、AirPods、即将到来的 HomePod 以及爆炸式增长的服务业务，但苹果，尤其是库克，仍然被认为是在破坏乔布斯的一些“原则”。这是人们声称苹果不再创新的原因之一，或者说是“无聊”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.
苹果前员工 Bob Burrough 于 2007 年-2014 年在苹果就职，这段时期刚好跨越了乔布斯和库克两个时代，今年早些时候 Burrough 在社交媒体上表示：蒂姆将苹果从一个创变者（change-maker）变为了一家枯燥运营的公司。
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 表示尽管他过去曾经和乔布斯和库克都开过会（但从来没有直接向他们汇报工作的机会），但他指出，庆祝 iPhone 诞生十周年，又或者只是专注于带来一场盛大的发布会，是不会有作为的。
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 分析师 J.G.Gownder 在一封给 Mashable 的电子邮件中表示：“苹果是其成功记录及其神话的受害者：“苹果一直定位为高度原创，破坏性和创新性。”
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，苹果主要改变世界的产品，如 Apple II、Mac、iPad，当然还有 iPhone，都是在乔布斯时代诞生的。许多人都还在等待看看库克是否可以达成同样的“成就”。苹果还能让行业震惊，创造全新的行业，又或者是改变我们的工作和生活方式吗？这是一项很巨大的任务，也是史蒂夫·乔布斯留下的重压。
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.
库克当然意识到这一发布会的重要性，人们期望他和苹果通过一些方式来纪念该公司最重要产品的第十个年头。然而，并不是所有人都认为是这一个时刻，有些人坚持认为 2014 年的 Apple Watch 发布会是才是真正属于库克在苹果的独特时刻。
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 发布后不久，著名的莫博士曾经表示：“苹果的蒂姆·库克时代正式来临，这与史蒂夫·乔布斯的苹果有着微妙的差异。莫博士认为，这种转变就像是从技术和自由艺术转变到技术和时尚，技术和金融。
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.
当然有一部分观点也是对的。它标志着库克时代的开始。不过，库克仍然被拿来和乔布斯进行比较。尽管 Apple Watch 甚至拥有智能手表市场的近 50％份额，与 iPhone 属于同一水准，但没有人会认为 Apple Watch 有等同于 iPhone 一样的社会影响。
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，虽然 Apple Watch 是库克推出的产品，但乔布斯的 iPhone 仍然是苹果产品中最重要的存在，无论“iPhone 8”如何破蛋而出，库克都不能完全声称它是自己的产物。
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."
当然，库克在 2011 年乔布斯去世后的首次登台，也是他的一个重要时刻。苹果分析师 Tim Bajarin 表示：“从华尔街的角度来看，史蒂夫去世后的第一次发布活动是最重要的，因为这意味着从那时起，苹果的成功与失败就将压在库克的肩膀上。”
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 十周年的事件同样重要，因为它标志着 iPhone 的成功，苹果公司作为投资者的盈利能力的复苏，而且它在史蒂夫·乔布斯设计的富有远见的剧院举行。”
In addition to the iPhone's anniversary, Mr. Cook's other new products, which he will unveil, will be memorable.
除了 iPhone 周年纪念之外，库克推出的其它新品，他会如何揭开神秘的面纱，也将会让人难以忘怀。
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.
如果传言是真实的，我们将会迎来多款新手机，一款新的 Apple Watch，也可能是一款新的 Apple TV。我们还将获得 iOS 11，macOS High Sierra 正式版的推送日期，可能还会公布 HomePod 智能助手/扬声器的具体开售时间。但这些东西不是新的产品类别，对一些人来说可能会显得惊喜不足。
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.
乔布斯那时候苹果的保密总体来说要比现在好，所以乔布斯过去几十年在舞台上公布的很多事情都是一种惊喜。库克在 2014 年引用了经典的短语来发布 Apple Watch，这是一个很重大的时刻，但并不是所有令人惊讶的产品都存在已经传了好几个月的传闻。
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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