Three years into his tenure running one of the world's most important companies, Tim Cook is on the eve of a defining moment.
On Tuesday, if numerous reports are correct, Apple will unveil its long-awaited smartwatch, along with two bigger versions of the iPhone. Also expected are a mobile payment service and greater integration of health and fitness services unveiled earlier this year at the company's developers' conference.
Naturally, the iPhones will attract a huge amount of attention. They continue to account for the lion's share of Apple's revenues and profits. But making bigger iPhones seems like an obvious move, particularly given the interest in larger screen sizes in markets like China.
Then again, when I first saw the iPad back in January 2010, I didn't feel particularly moved by it. It was only when I eventually bought one that I suddenly couldn't remember how I'd managed without it. Just like I did with my first iPhone and iPod.