T here in all but name

The first “one more thing” moment came in 1998, although Steve Jobs didn’t actually utter the phrase and it wasn’t a product introduction…

Apple had been through a harrowing few years, losing its way amid massive stockpiles of unsold inventory and poor management decisions. It was losing money hand over fist: In October 1997 it announced a loss of $161 million for the quarter alone. And at the January 1998 Macworld event in San Francisco, analysts were expecting more bad news from Jobs on stage.

What he gave them was something very different, and a blueprint for future “one more thing” moments. He saved the best news until last, and revealed it in what would become his trademark low-key style: Apple was profitable again. And not just by a razorthin margin, either: In the previous quarter, Apple had made $47 million profit. The news sent reporters scrambling for the phones, while Apple shares rose 20% to 19¢ each. Apple was back.