Apple looks likely to unveil its 'iWatch' wearable gadget at its September 9 iPhone event.
Which we're sure is in no way connected to Samsung and LG's hasty unveiling of their own smartwatches overnight on Thursday.
Little is known about the iWatch, and no leaks have been revealed. It seems likely that the device will be shown weeks or months ahead of a release, giving Apple time to ramp up production ahead of Christmas or the New Year.
It is expected to combine health tracking features with phone notifications, and introduce a new software interface and concept designed to convince sceptics to wear a new gadget around their wrist.
Back in 2013 Apple CEO Tim Cook said that smartwatches had to do more than simply exist for a mass user base to adopt them.
"There are lots of gadgets in this space now…[As for] the ones that are doing more than one thing…there’s nothing great out there that I’ve seen. There’s nothing that’s going to convince a kid that’s never worn glasses or a band to wear one. So I think there’s lot of things to solve in this space, but it’s an area where it’s ripe for exploration. It’s ripe for us all getting excited about. I think there will be tons of companies playing in this.
I see it as something, as another very key branch of the tree. You think about the post PC era, and we really started talking about this several years ago. I think the iPhone pushed us toward that fast and the tablet accelerated it. I think wearables could be another branch on this."
Looks like we won't have too long to wait to see if he's a man of his word.