Cook will be filling the shoes of legendary Apple co-founder and pitchman Steve Jobs, who surrendered the California company's helm in August due to health reasons.
Jobs, 56, who underwent an operation for pancreatic cancer in 2004 and a liver transplant in 2009, remains with Apple as chairman of the board of directors.
Apple is holding the event in an intimate auditorium at its Cupertino headquarters and has invited only select press to be present for Cook's on-stage debut as chief executive.
"For a moment tomorrow, all eyes will turn toward San Francisco and most activity will cease when Apple introduces the iPhone 5," said analyst Roger Kay of Endpoint Technologies Associates.
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