One more thing…
Steve Jobs’ greatest moments
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.