One more thing…

Steve Jobs’ great­est mo­ments

Mac Format - - CONTENTS -

Steve Jobs was a true mas­ter of mar­ket­ing. He could con­vince you that Ap­ple prod­ucts weren’t just prod­ucts – they were a life­style in and of them­selves. He could even sell socks and make them seem sexy. And his ‘Stevenote’ pre­sen­ta­tions at Ap­ple events and launches be­came the stuff of leg­end.

How­ever, no mat­ter how awe­some the bulk of his pre­sen­ta­tions were, you al­ways knew he was sav­ing the best for last. Mim­ick­ing Colombo, the fa­mous TV de­tec­tive, Jobs would wrap things up, pre­tend to head off the stage, then, as if just re­mem­ber­ing his lines, turn to­wards the au­di­ence and say: “But there is one more thing.”

Greeted sin­cerely at first, th­ese mo­ments be­came some­thing of a run­ning joke at Ap­ple events once ev­ery­one was in on the ruse, with crowds erupt­ing into cheers and laugh­ter as soon as Jobs ut­tered the phrase. But there was never any doubt­ing the au­di­ence was ex­cited, too – af­ter all, we all love a sur­prise, even if we know it’s coming, and ev­ery­one wanted to know what he was about to re­veal.

Over the next few pages, we’ve rounded up the best ‘one more thing’ mo­ments from Steve Jobs’ key­note pre­sen­ta­tions, from when he re­joined Ap­ple to his death in 2011. Cover­ing ground­break­ing prod­ucts and his own role in the com­pany, here are our favourite an­nounce­ments Jobs saved for last.

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