Apple Inc. (NASDAQ:AAPL) CEO Tim Cook will face his biggest test today with the expected unveiling of the iPhone 6, a real opportunity to show his mettle and prove wrong critics who are doubting his innovation knack. The iPhone maker appears ready to launch two new phones in the market, along with a wearable device which would be the first from the house of Apple.

Apple Tim Cook

Rivals moving ahead

In current times, the company has lacked the spirit of aggressive innovation compared to peers like Google Inc (NASDAQ:GOOGL) (NASDAQ:GOOG), Facebook Inc (NASDAQ:FB) and Amazon.com, Inc. (NASDAQ:AMZN). Google is making news with driver-less cars, aerial drones and a network of connected home devices through Nest. Facebook has acquired virtual reality headset maker Oculus and chat service WhatsApp. Amazon is leveling the playing field by introducing set-top boxes and phones and acquiring Twitch, a popular app for streaming and watching games.

Apple is the only big name remaining silent when it comes to innovation, but customers are expecting the company to break its silence by creating an experience that cannot be easily imitated by competitors at a time when Android from Google is stretching out its tentacles, capturing 85% of the smartphone market, says a report from The Wall Street Journal.

Apple working hard, but is it enough?

The Cupertino, Calif.-based company is working hard to assure customers that it can still release groundbreaking products that revived it from the edge of bankruptcy to transform it into the world’s most valuable company by market capitalization. Back in 2007, Apple became the poster boy of innovation with the iPhone and created another new wave in 2010 with the iPad.

The company’s smartwatch is expected to pack features related to healthcare, home automation and digital payments. Apple fans have waited a long time for an innovative product–ever since Cook took the reins.

Last October, Cook gave hints about what seemed to be one of the most innovative product pipelines from Apple and said that investors would see, “some exciting new products from us in the fall of this year and across 2014.” This year in April, he said that it felt “really great” to have such innovative upcoming products. Apple Senior Vice President Eddy Cue said that Apple has the “best product pipeline” he has seen in the past 25 years.