One more thing...

They were always the best bits of any “Stevenote”… Alex Blake recounts our favorite moments of classic Steve Jobs showmanship

The crowd loved it when Steve Jobs said “one more thing” — it meant something good was coming. We recall our favorite Stevenote moments.

Steve Jobs was a true master of marketing. He could convince you that Apple products weren’t just things you bought, 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 product 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 Columbo, the famous TV detective, Jobs would wrap things up, make to head off the stage, and then, as if just remembering something, turn towards the audience and say “But there is one more thing…”

Greeted sincerely at first, these moments became something of a running in-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 that 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.

And what delights he brought us — candy-colored iMacs (1999), the Apple Cinema Display (1999), the G4 Cube (2000), the 17-inch widescreen iMac G4 (2002), the Apple TV (introduced under its internal codename iTV, 2006), the 2nd-Gen Apple TV (2010), and FaceTime (2010), among many others.

Over the next few pages, we’ve rounded up the best “one more thing” moments from Steve Jobs’s keynote presentations, from when he rejoined Apple in 1997 to his death in 2011. Covering groundbreaking products and his own role in the company, here are our favorite announcements Steve saved for last.