Telecommunications & Media
Steve Jobs catchphrase \'One more thing\' marks 28th anniversary
Apple fans have long associated the phrase “One more thing” with surprise announcements at the end of company events. The tradition began at Macworld San Francisco in 1998, when Steve Jobs used it as Apple returned to profitability. It later accompanied reveals including Mac OS X’s Aqua design, the iPod shuffle, the Intel-based MacBook Pro, the Apple Watch, the iPhone X and the Apple Silicon transition. The latest example was the Apple Vision Pro in 2023.