苹果已于28日中午发出了新品发布会的邀请函，此举证实了一个月以来的各种传闻，悬而未决的事件终于尘埃落定，公司股票也因此小有涨幅。

    那么接下来要看苹果的表现了。

    公众一如既往，对苹果的发布会抱有很高的期望。不过这一次，苹果的高管团队也许因为自己的豪言，更加吊起了大众的胃口。

    今年5月，苹果高级副总裁艾迪•库伊将今年秋天的发布会描绘成他25年以来见到的“最棒的产品展示活动”。如果最后展示会乏善可陈，他可能会后悔说出这样的话。

    与此同时，苹果的首席执行官蒂姆•库克承诺公司将会推出新型产品，换句话说，即iPhone、iPad和Mac以外的产品。《华尔街日报》（Wall Street Journal）的记者若林大祐（Daisuke Wakabayashi）表示，库克让公众保持耐心的一番言论，只会让公众的期望变得更高。

    “你得花点时间才能把事情做好。我们的目标绝不是当最快的，而是当最好的。做出真正优秀的产品是需要时间的。你可以看到有许多产品在想法并没有真正成熟的时候就进入了市场，最后的结果就是它们表现不佳。我们做的产品不多，如此一来，我们就能花时间推敲每个细节。苹果在这一点上从未改变。我们多年来都是这么做的，现在也仍旧是这么做的。对我们即将发布的产品，我感觉棒极了。真的是非常出色的产品，从未有过的出色。”

    正确预测苹果将于9月9日召开发布会的流言网站认为，苹果有两个系列的产品蓄势待发：

    • 配备三星（Samsung）首倡的大屏幕的iPhone

    • 戴在手腕上的某种物件，可能是手表或腕带，但与我们目前见过的智能手表绝不一样。

    《财富》记者JP•曼格林丹将会在苹果总部库比蒂诺用博客直播这一盛会。我则会在一个遥远的地方，以更为慎重的节奏进行评论。我得花点时间才能把事情做好。（财富中文网）

    译者：严匡正

    The invitations went out at noon, confirming month-old leaks, eliminating one uncertainty and giving the stock a little boost.

    Now it’s up to Apple to deliver.

    The bar is high — as it always is for this company — but this time Apple’s executive team may have been hoist on its own rhetoric.

    In May, senior vice president Eddy Cue described what’s coming this fall as “the best product pipeline” he has seen in 25 years, words he may regret if that pipeline is found lacking.

    Meanwhile, CEO Tim Cook promised that Apple would break into new categories — in other words, something beyond iPhones, iPads and Macs. Pressed by the Wall Street Journal’s Daisuke Wakabayishi, Cook begged for patience in a way that only raised the bar higher:

    “You want to take the time to get it right. Our objective has never been to be first. It’s to be the best. To do things really well, it takes time. You can see a lot of products that have been brought to market where the thinking isn’t really deep and, as a consequence, these things don’t do very well. We don’t do very many things so we spend a lot of time on every detail and that part of Apple isn’t changing. It’s the way we’ve operated for years and it’s the way we still operate. I feel great about what we’ve got coming. Really great and it’s closer than it’s ever been.”

    The expectation — fed by the same rumor sites that correctly predicted the Sept. 9 date — is that Apple has two families of products up its sleeve:

    • iPhones in the larger-screen formats that Samsung pioneered

    • Something — a watch or a band — worn on the wrist, but nothing like the smart watches we’ve seen so far

    Fortune’s JP Mangalindan will be in Cupertino, live-blogging the event. I’ll be doing commentary from a remote location and at a more measured pace. I want to take the time to get it right.