Tim Cook laid out the playbook for Apple's next big thing (AAPL)

Apple is the most valuable company in the world, and it makes a lot of profit, but its long-term future depends on it coming up with a new product, a new "one more thing."
The Apple Watch, which has been selling poorly for Apple, isn't going to do it.
Apple needs a new platform. And Apple CEO Tim Cook knows it. That's why he's been dropping hint after hint that Apple's next major technology initiative is augmented reality — basically, integrating software into the