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Will Apple finally reveal its next big thing

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Posted at 12:03 PM, Sep 09, 2014
and last updated 2014-09-12 11:02:12-04

SAN FRANCISCO (AP) — Apple is poised to reveal its next big thing in a crucial attempt to prove it still has the power to mesmerize the masses.

The trend-setting company is expected to rouse the still-slumbering market for wearable computers with a smartwatch or bracelet equipped to monitor health, help manage homes and even buy merchandise.

Apple is a late arrival to this relatively new niche: several other companies already sell smartwatches that are being greeted with widespread indifference.

If any company can transform the landscape, it's likely to be Apple Inc. after the company shifted the direction of digital technology with the iPod, iPhone and iPad. Other MP3 music players, smartphones and tablet computers were first to market, but the devices didn't enthrall consumers until Apple imbued them with a sense of elegance, convenience and wizardry.

Apple's CEO, Tim Cook, told analysts earlier this year that "it means more to us to get it right than to be first."