The iPhone 8 event is Tim Cook’s moment to make Apple his own

Three years ago, and just a few years after Apple founder and former CEO Steve Jobs died, Tim Cook unveiled what would be, to date, Apple's only new product category under his watch: The Apple Watch.

That was supposed to be Cook’s moment and it hit all the right notes: Innovation in a faltering category, an iconic location (the same place Steve Jobs introduced the MacBook 30 years earlier), and a little showmanship with a specially-constructed giant white box to demonstrate the new wearable gear.

In a way, it was. Cook has always said that no one ever forgets Jobs and his impact and ethos at Apple, but he is never constrained by a “What would Steve do?” mentality. Read more...