For hype to avoid pomposity and lead to profits, America's most valuable publicly traded company has to confidently deliver. Again.
Apple is famous for stoking the suspense around its product launches. Steve Jobs was masterful as a modern day carnival barker extolling the virtues of Apple's inventiveness and ingenuity. The company has continued his practice of gathering together the world's selected technology and financial media to reveal it's newest wares. The latest crop will be unleashed Tuesday.
The usual unbounded speculation and breathless anticipation greet Apple's announcement of the event. IPhones with two screen sizes are expected. An Apple smartwatch likely is in the offing. So may be an iWallet -- a mobile payment system tapping into the 800 million credit cards Apple already has on file thanks to its App Store and iTunes businesses.
Apple's strategy isn't to invent but to innovate. The iPhone wasn't the first smartphone. The iPad wasn't the first tablet. The iPod wasn't the first MP3 player. Instead Apple has been able to convince consumers that its offerings are the better options even as they come at a premium price.
Apple's shareholders have been richly rewarded for the company's self-assurance. Apple stock has risen three times what the S&P 500 stock index has over the past five years. The company consistently reports enviable profit margins and generates loads of cash.
As expectations have been building for Tuesday's event, news of the theft of celebrity photos from their Apple accounts broke. The heist threatens to diminish the hype this week. While the company acknowledged a "very targeted attack" it denied its iCloud storage system was breached. Still, it's stock price fell four percent.
Shareholders are counting on Apple's continued assertiveness of its products and consumers confidence in Apple.
Tom Hudson, financial journalist, hosts "The Sunshine Economy" on WLRN-FM in Miami, where he is the vice president of news. He is the former co-anchor and managing editor of "Nightly Business Report" on public television. Follow him on Twitter HudsonsView.