The iconic phrase “One More Thing” has become synonymous with Apple and its legendary keynotes, particularly those delivered by Steve Jobs. It is a phrase that has sparked excitement and anticipation among audiences for years, often used as a precursor to a groundbreaking product reveal. The origins of this phrase are deeply intertwined with Apple’s history, Jobs’ presentation style, and the evolution of the company itself.
The Beginnings of “One More Thing”
The phrase “One More Thing” was first introduced by Steve Jobs in 1999 during the Macworld Expo in San Francisco. At the time, Apple was in the midst of its renaissance, having recently returned to profitability under Jobs’ leadership. The company was still not the powerhouse it is today, but the “One More Thing” phrase helped to solidify Jobs’ reputation as a master showman.
Jobs, known for his charismatic presentations and meticulous attention to detail, often structured his keynotes to build anticipation and excitement. It became a tradition for him to wrap up his presentations by saying, “One more thing…” before unveiling a surprise announcement, often something that would change the direction of technology.
The First Use of “One More Thing”
The very first time Jobs used the phrase was during his keynote at Macworld 1999, when he introduced the original iMac. This was a significant moment in Apple’s history because the iMac was the product that began to reinvigorate the company after a period of financial and creative struggles. However, it wasn’t the iMac reveal itself that marked the memorable moment— it was Jobs’ delivery of the phrase “One More Thing.”
He used it to introduce an unexpected product, the “iBook,” Apple’s first consumer-oriented laptop. The timing of Jobs’ “One More Thing” announcement created a sense of drama and anticipation, setting the tone for future product reveals. The iBook, with its colorful and innovative design, was a departure from traditional laptops and helped Apple to further differentiate itself in the personal computing market.
Building the “One More Thing” Legacy
Over time, Jobs continued to use “One More Thing” as a way to keep the audience’s attention until the very end of his presentations. This became a hallmark of his speaking style, one that kept audiences on the edge of their seats, anticipating a big reveal. By always saving something special for the end, Jobs built a reputation for having surprises that were worth the wait.
The use of “One More Thing” became such a key part of Apple’s brand identity that it was incorporated into the company’s marketing and pop culture persona. Whenever Jobs would use the phrase, the audience would respond with cheers and excitement, knowing something significant was coming next.
The Most Famous “One More Thing” Moments
While the first use of “One More Thing” was significant, it became truly iconic during subsequent keynotes. Some of the most famous “One More Thing” moments include:
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The Introduction of the iPod (2001): One of the most memorable uses of “One More Thing” occurred in 2001, when Jobs unveiled the first iPod. After demonstrating the iTunes software and the Macintosh’s ability to sync music, he paused and then announced, “One more thing,” before pulling out the small, sleek iPod device. The world would never be the same, as the iPod revolutionized the music industry and paved the way for Apple’s dominance in consumer electronics.
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The iPhone Announcement (2007): Arguably the most iconic “One More Thing” moment came in 2007 when Jobs introduced the original iPhone. At the time, Apple had already shown the world its software and hardware innovations, but it wasn’t until the final moments of his keynote that Jobs uttered the now-legendary phrase and revealed the first iPhone. The device’s groundbreaking combination of a touch screen, mobile phone, and media player sent shockwaves through the tech world, transforming Apple into a dominant force in the mobile industry.
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The iPad Launch (2010): In another major moment for Apple, Jobs introduced the iPad, the company’s first foray into the tablet market. Jobs used “One More Thing” in classic fashion to reveal the device, which would go on to help popularize tablets and change the way people interacted with digital content.
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The Apple Silicon Transition (2020): Apple’s transition from Intel processors to its custom-designed Apple Silicon chips was another significant “One More Thing” moment, marking a pivotal point in the company’s hardware strategy. Jobs had passed away by this point, but the tradition continued with Tim Cook leading the announcement at the Worldwide Developers Conference (WWDC) in 2020.
The Legacy of “One More Thing”
Steve Jobs passed away in 2011, and with his death, there was a palpable sense that the phrase “One More Thing” had gone with him. It wasn’t just a tagline; it was a manifestation of Jobs’ unique ability to generate excitement, to make even the smallest reveal feel monumental, and to create anticipation for products that would redefine the tech landscape.
Since Jobs’ passing, Apple has continued to hold major product events, but the phrase “One More Thing” has not been used as frequently, especially during keynotes led by Tim Cook. However, the legacy of the phrase lives on in the company’s culture, and its impact is still felt today. The anticipation surrounding Apple events has not diminished, even though “One More Thing” itself has become more of a historical reference point.
Interestingly, Tim Cook, Apple’s current CEO, has used the phrase sparingly. In 2020, during the unveiling of the Apple Silicon transition, Cook referred to the “One More Thing” phrase in a nostalgic way, evoking memories of Jobs’ era. This gesture reminded people of Apple’s roots and how, under Jobs, the company had perfected the art of delivering major surprises.
The Cultural Impact of “One More Thing”
Beyond its use in product presentations, “One More Thing” has become a cultural touchstone. The phrase is often quoted and referenced by tech enthusiasts, journalists, and fans alike. It has been parodied and celebrated in various forms of media, further cementing its place in the collective memory of the tech world. For those who were fortunate enough to witness Jobs’ presentations in person, “One More Thing” became synonymous with the thrill of discovery.
Conclusion
The origins of Apple’s “One More Thing” phrase are rooted in Steve Jobs’ masterful ability to create suspense, elevate product announcements, and make his keynotes events people would eagerly anticipate. From the first use in 1999 to the major iPod, iPhone, and iPad reveals, the phrase has become a symbol of Apple’s innovation and excitement. While Tim Cook’s era as CEO has not seen the phrase used as often, the legacy of “One More Thing” continues to echo through Apple’s culture and its monumental product reveals.