Apple’s latest launch event next week is unlikely to surprise – the real conundrum is how the company convinces people to keep on buying

“Siri, give us a hint,” said Apple’s invitation to its media event next Wednesday. But few needed a hint to know that the chief executive, Tim Cook, will unveil new phones and iPhone software, plus a greatly improved Apple TV set-top box controlled via Siri, Apple’s voice-activated system.

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