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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.


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