Theres one more thing: All the best secret reveals from Apples past events

Date:
Sun, 11 Jan 2026 14:00:00 +0000

Description:
Apples one more thing phrase means a secret product is coming. Here are the best examples.

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If you know Apple, youve almost certainly heard of the phrase one more thing. Its been Apples favorite way to introduce an unexpected new product or
feature at its events for decades, and its mere utterance is enough to send fans into bouts of frenzied excitement.

Back when Apples events were still in person, Steve Jobs would take to the stage and deliver the keynote address also known as a 'Stevenote' to highlight all of Apples latest updates. They became known for their ending flourishes, where Jobs would pretend to wrap things up, before pausing and uttering his signature phrase: actually, there is one more thing. Cue the rapture.

This week marks the 28th anniversary of the first-ever one more thing moment, so what better time to revisit some of the most famous instances of Apples favorite catchphrase? Here are some of the top times Apple did the unexpected over the years. The first one more thing sort of (January 1998) (Image credit: Sukrita Rungroj / Shutterstock)

The moment that kickstarted an iconic trend found its origins at the MacWorld San Francisco event in 1998. After showcasing various apps that would work with the latest Mac software, Steve Jobs thanked attendees for coming and feigned walking off stage.

Before leaving, though, he stopped himself, announcing, I forgot something. There is one last thing I gotta tell you. He thanked all of Apples teams for their efforts, before revealing that the company was finally profitable
again.

This was big news at the time. Apple was on the brink of bankruptcy when Jobs returned in 1997, and he took a machete to its extraneous products and services, cutting the company back to a lean, profitable machine.

Sure, he didnt quite say one more thing, but all the key elements were there: the fake conclusion, the Columbo-esque turn to the audience, the exciting secret revealed. It was a classic move that Jobs refined and perfected over the subsequent years. Mac OS X Aqua design and Jobs as CEO (January 2000) (Image credit: Apple)

Two years later, we got a one more thing double whammy at January 2000s MacWorld San Francisco event. The show saw the unveiling of Mac OS X, and after explaining how it worked, Jobs said there was one more thing which in this instance was the visual design, which he dubbed Aqua.

Instead of the grey boxes and scrollbars prevalent in operating systems at
the time, Aqua was bright and shiny, a heady mix of brushed metal effects and glossy blue bars. It was unlike anything else and a worthy highlight.

Yet that wasnt the last one more thing of the year it wasnt even the last
one of this Stevenote. About an hour later, just as he was finishing things off, Jobs dropped another surprise into the mix: no longer would he be the companys interim CEO, but instead its full-time chief. The statement was met with a standing ovation considering how Jobs and his team had turned Apples fortunes around, this perhaps came as no surprise. Power Mac G4 Cube (July 2000) (Image credit: Apple)

The year 2000 was a good one for one more thing moments, as another followed in July at the MacWorld New York expo. This time it was the turn of the Power Mac G4 Cube, one of the most visually arresting Macs to have ever launched but also one of the most unsuccessful.

Jobs explained that the G4 Cube took the performance of the Power Mac G4 and shrunk it down to a quarter of the size, giving you impressive output in a tiny footprint, all without needing a fan. Yet the G4 Cube never really took off thanks to its high price and middling performance for the cost. Today its a beautiful collectors icon, and Apple has never quite done anything like it again and it was made all the more memorable thanks to Jobs famous introduction. iPod Shuffle (2005) (Image credit: Felix2036 on Wikimedia)

The iPod was one of Apples greatest hits, and it revolutionized the way
people listened to music, from enjoying tracks on a portable device to downloading and managing them on their computers. Apple had already shaken up the market with the iPod and the iPod mini, but it followed that up in 2005 with the iPod Shuffle.

On the face of it, the Shuffle seemed like a risky move for Apple. It ditched the screen entirely, giving you no way to browse your tunes. But Jobs one
more thing announcement at MacWorld 2005 revealed that shuffle was the most popular way that iPod users listened to their music. Why not lean into that with a dedicated device? In the end it all paid off, with the Shuffle proving to be highly popular and helping Apple sell iPods at a lower price point. MacBook Pro (January 2006) (Image credit: Future)

Today, the MacBook Pro is one of the best laptops you can buy, and it made
its debut at the MacWorld expo in 2006 20 years ago this week, in fact. That saw Apple move on from the PowerBook line into a new Intel-based era.

The switch to Intel chips gave Apple much more performance-per-watt up to four times that of its previous PowerPC chips, in fact ensuring the MacBook Pro could output far more performance without consuming too much power.

Aside from Intel processors, the first MacBook Pro introduced the beloved MagSafe connector, was even thinner than the PowerBook, and had a built-in iSight camera for video calls and conferences the last of which drew huge cheers from the crowd. Not a bad reception for a little lens. Apple Watch (September 2014) (Image credit: Getty Images)

Think of all the best smartwatches and the Apple Watch will surely be near
the top of the list. Apples wearable has dominated the space since it
launched in 2014, with several models to choose from and tons of
class-leading features.

Steve Jobs was the master of the one more thing, but the Apple Watch was successor CEO Tim Cooks first attempt at the turn of phrase and it went pretty well.

Borrowing Jobs flair for the theatrical, Cook concluded his keynote by revealing that hed been wearing an Apple Watch under his sleeve the entire time. Thats not a bad way to present an all-new device to the world, especially when it goes on to become such a key part of Apples product
lineup. iPhone X (September 2017) (Image credit: Apple)

Apple has a habit of overhauling its devices in major ways when it thinks its got a great new idea. That time came again in September 2017 with the launch of the iPhone X , the first all-screen iPhone , the first to go without the Home button, and the first to feature the instantly recognizable notch.

Given the scale of the transformation, the iPhone X had to succeed.
Thankfully for Apple, it did, with every major iPhone following its design blueprint. Another measure of its success was how it changed the entire industry, with almost every one of Apples rivals ditching physical buttons
and adopting its black slab look within a few years. As they say, imitation
is the sincerest form of flattery. Apple silicon (November 2020) (Image credit: Apple)

What do you do when one more thing has become so well known that the audience comes to expect it every year? Well, why not name your whole show after it? Thats what Apple did in November 2020, and its One More Thing event took the phrases concept and applied it to the entire keynote.

Thats because this event was used to reveal Apple silicon to the world. It found its way into the MacBook Air, Mac mini and MacBook Pro at the show, and Apple also took the time to explain how macOS Big Sur would benefit from the new chips. It was the first and, so far, only time that every new product
at an Apple event deserved a one more thing callout. Yet funnily enough, the company did not mention the phrase once during the shows entire duration. Vision Pro (June 2023) (Image credit: Apple)

Every previous one more thing had come at a live event, but WWDC 2023 was the first time the routine was tried at a pre-recorded event. While that must
have been a touch disappointing for Apple no cheers from the in-house audience this time it didnt stop an especially momentous product from taking to the stage.

That device was the Vision Pro , Apples first mixed-reality headset. Apple touted it as a paradigm shift in the companys product roster, one that would chang the way you interacted with hardware and software forever.

The reality has been much less successful, with the Vision Pro reportedly selling in such disappointing numbers that Apple has drastically cut back production . Still, theres no doubting that Apple thought it was a
significant product and deserving of the latest one more thing moment.



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Link to news story: https://www.techradar.com/computing/macbooks/theres-one-more-thing-all-the-bes t-secret-reveals-from-apples-past-events


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