Apple is poised to reveal its next big thing Tuesday in a crucial attempt to prove its technological tastemakers still have the power to mesmerize the masses.
It is a marketing strategy that few experts would recommend and even fewer companies can pull off.
Apple's mystery unveiling on Tuesday is expected to be a watershed moment for the California giant—and the entire tech industry. Here are key things to watch for:
With its highly awaited product launch next week, Apple is aiming for a new "big thing" as the iconic gadget-maker finds itself under pressure over a celebrity photo theft scandal.
Apple's stock touched a new high Wednesday, reflecting investors' renewed faith in CEO Tim Cook's ability to outwit the competition and expand the technological hit factory built by the late Steve Jobs.
Microsoft CEO Satya Nadella has lured away an executive from smartphone chip maker Qualcomm to hammer out more deals that will expand the software maker's presence in the mobile device market.
One of the most trusted advisers to late Apple CEO Steve Jobs is retiring from the iPhone maker's board of directors.
Apple has spent most of this year promising to defy the skeptics who believe the iPhone and iPad maker lost its ingenuity when Steve Jobs died in 2011.
Apple CEO Tim Cook looked like he wanted to dance Wednesday as he discussed his company's $3 billion acquisition of Beats Electronics. The deal, by far the most expensive in Apple's 38-year history, will give the iPhone and ...
"Think different" became Apple's creed during the late Steve Jobs' reign as CEO. Now, chief executive Tim Cook is embracing the idea while making decisions that would have seemed crazy to his fabled predecessor.