If you know Apple, you’ve almost certainly heard of the phrase “one more thing.”
It’s been Apple’s favorite way to introduce an unexpected new product or feature at its events for decades, and its mere utterance is enough to send fans into bouts of frenzied excitement.
Back when Apple’s events were still in person, Steve Jobs would take to the stage and deliver the keynote address – also known as a ‘Stevenote’ – to highlight all of Apple’s latest updates. These events became known for their dramatic conclusions, where Jobs would feign wrapping up before pausing and delivering his signature phrase: “actually, there is one more thing.” This simple yet effective catchphrase would cue rapture among the audience.
This week marks the 28th anniversary of the first-ever “one more thing” moment, making it an ideal time to revisit some of the most memorable instances of this Apple tradition. Here are some of the top times Apple surprised and delighted its fans over the years.
The first ‘one more thing’ … sort of (January 1998)
(Image credit: Sukrita Rungroj / Shutterstock)
The moment that kickstarted an iconic trend originated at the MacWorld San Francisco event in 1998. After showcasing various apps compatible with the latest Mac software, Steve Jobs thanked the attendees and pretended to walk off stage. However, he quickly returned to announce, “I forgot something. There is one last thing I gotta tell you,” revealing that Apple was finally profitable again. This was significant; Apple had been on the brink of bankruptcy when Jobs returned in 1997, and he drastically restructured the company to its profitable state.
Mac OS X Aqua design and Jobs as CEO (January 2000)
(Image credit: Apple)
Two years later, at the January 2000 MacWorld San Francisco event, Jobs delivered a double whammy. The show proudly featured the unveiling of Mac OS X, and after explaining its functionality, he added, “[there is] one more thing” — the visual design known as Aqua. This innovative design featured bright colors and glossy finishes that contrasted sharply with the bland operating systems of the time.
As if that weren’t enough, an hour later, Jobs announced he would no longer serve as the interim CEO but as Apple’s permanent chief, a statement that prompted a standing ovation from the audience.
Power Mac G4 Cube (July 2000)
(Image credit: Apple)
In July 2000, at the MacWorld New York expo, the stage set for another “one more thing” moment was the Power Mac G4 Cube. Jobs introduced this visually stunning machine, noting that it packed the performance of the Power Mac G4 into a compact, fan-less design. Despite its impressive aesthetics, it ultimately struggled in the market due to its high cost and relatively average performance for the price. Nevertheless, it has since become a desirable collector’s item due to its unique design.
iPod Shuffle (2005)
(Image credit: Felix2036 on Wikimedia)
The iPod transformed how we listened to music, and in 2005, Apple unveiled the iPod Shuffle at MacWorld 2005. This device ditched the screen entirely, which may have seemed risky. However, Jobs explained that users frequently enjoyed their music in shuffle mode. By creating a dedicated device for that experience, Apple tapped into a lucrative market, proving to be highly popular and broadening their audience.
MacBook Pro (January 2006)
(Image credit: Future)
The MacBook Pro made its debut at the MacWorld expo in 2006, marking Apple’s transition from the PowerBook line to Intel processors. The shift allowed impressive performance gain per watt, making the MacBook Pro a highly efficient machine. It also introduced beloved features like the MagSafe connector and the built-in iSight camera, which received enthusiastic applause from the audience.
Apple Watch (September 2014)
(Image credit: Getty Images)
When the Apple Watch was introduced in September 2014, it marked Tim Cook’s first significant foray into the dramatic “one more thing” presentation style. He revealed the watch while wearing it under his sleeve. This strategic reveal cemented its place as an essential part of Apple’s product lineup, quickly becoming a beloved gadget among consumers.
iPhone X (September 2017)
(Image credit: Apple)
The iPhone X was a revolutionary leap launched in September 2017, showcasing an all-screen design and eliminating the Home button for the first time. This bold move set a new standard for smartphones and significantly influenced the industry’s design direction, confirming Apple’s innovative prowess.
Apple silicon (November 2020)
(Image credit: Apple)
In November 2020, Apple hosted its first “One More Thing” event, emphasizing the phrase by naming the entire show after it. The event unveiled Apple silicon chips, marking a significant transition for the Mac lineup. Interestingly, despite the show’s name, the phrase “one more thing” was not mentioned throughout the presentation.
Vision Pro (June 2023)
(Image credit: Apple)
Unlike previous “one more thing” moments that took place at live events, the WWDC 2023 featured a pre-recorded announcement for the Vision Pro, Apple’s first mixed-reality headset. While spectators missed the traditional cheering crowd, Apple positioned this product as a major shift in product interaction, though sales numbers have reportedly not met expectations, leading to production cuts.
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