Stevenote - "One More Thing..."

"One More Thing..."

An archetypal Steve Jobs keynote started with Jobs presenting sales figures for Apple products, and a review of Apple products released in the past few months. He then moved on to present one or more new products of moderate importance. In a manner some found similar to Peter Falk's Columbo character, he typically feigned some concluding remarks, turned as if to make a false exit from the stage, then turned back to say "but there's one more thing". Usually the audience had some idea as to what product would be unveiled due to the Apple community but this was not always the case.

Some of the products which were revealed during a "One more thing..." segment:

• Apple's return to profitability at MacWorld Expo San Francisco 1998
• The iMac came in colors at MacWorld San Francisco 1999
• The 22" Apple Cinema Display at Seybold 1999
• The AirPort base station and AirPort card after the iBook was introduced at MacWorld Expo New York 1999
• The iMac DV, iMovie, and iMac DV Special Edition in a special event in October 1999.
• At MacWorld SF 2000, Aqua (user interface) was introduced. Jobs announced that he would be continuing in his role at Apple on a permanent basis, dropping the "i" (for "interim") from his title "iCEO"
• The Power Mac G4 Cube, at MacWorld NY 2000
• The PowerBook G4, at MacWorld SF 2001
• The 17" iMac G4, at MacWorld NY 2002
• The Power Mac G5 at WWDC 2003
• The 12" Aluminum PowerBook G4 at MacWorld 2003
• The iPod Mini, at MacWorld 2004
• The iPod Shuffle, at MacWorld 2005
• The fifth generation iPod with video, announced at a press conference self-referentially titled "One more thing..."
• The MacBook Pro, at Macworld Expo 2006.
• Introduction of selling movies via the iTunes Store in September 2006; a second "One more thing" in the same presentation also unveiled an upcoming product dubbed iTV (renamed to Apple TV at Macworld 2007). A third "One More Thing" was the lead-in to introduce a live performance of the song "Waiting for the World to Change" by John Mayer at the conclusion of the presentation.
• Introduction of Safari for Windows beta, at WWDC 2007
• The Aluminum Unibody MacBook, at a notebook event in October 2008
• The video camera and speaker in the fifth generation iPod Nano at the Apple Music Event in September 2009
• FaceTime video calling for the iPhone 4 at WWDC 2010
• The Apple TV (2nd generation) running on iOS at the September 2010 Apple Music Event
• A revised MacBook Air at a press event entitled "Back to the Mac" in October 2010
• The iTunes Match service at WWDC 2011