The hotly anticipated event will be Cook's first product introduction since he replaced Steve Jobs last month.
Apple shares have been hitting new all-time highs in anticipation of a strong new product cycle this fall led by the refreshed iPhone 5 and the possibility of a stripped down iPhone 4 to sell in expanding markets like China.
The new iPhone -- which is expected to be redesigned and run on a dual-core processor with a better camera -- is likely to go on sale within two weeks of the announcement.For Apple fans accustomed to the excitement of Steve Jobs' "one more thing" presentations, there will be a slight adjustment to the lower-key delivery from Cook. In past product showcases when Jobs was unable to attend due to health reasons, marketing chief Phil Schiller stepped in to handle the demos. Apple shares closed at $413.45 Tuesday after hitting a high of $422.86 earlier in the session. On Wednesday, Apple was up nearly 1% in premarket trading to $415.67. --Written by Scott Moritz in New York.
To contact this writer, click here: Scott Moritz, or email: firstname.lastname@example.org. Follow Scott on Twitter at MoritzDispatch
Select the service that is right for you!COMPARE ALL SERVICES
- $2.5+ million portfolio
- Large-cap and dividend focus
- Intraday trade alerts from Cramer
- Weekly roundups
Access the tool that DOMINATES the Russell 2000 and the S&P 500.
- Buy, hold, or sell recommendations for over 4,300 stocks
- Unlimited research reports on your favorite stocks
- A custom stock screener
- Upgrade/downgrade alerts
- Diversified model portfolio of dividend stocks
- Alerts when market news affect the portfolio
- Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
- Real Money + Doug Kass + 15 more Wall Street Pros
- Intraday commentary & news
- Ultra-actionable trading ideas
- 100+ monthly options trading ideas
- Actionable options commentary & news
- Real-time trading community
- Options TV