[DigitalToday reporter Jinju Hong] Apple fans will likely have heard the phrase “One more thing” at least once. Apple has used it as a signature device to unveil an unexpected new product or a key change at the end of events. This tradition, which flips the mood and heightens anticipation with a single line, marks its 28th anniversary since its first appearance. On Jan. 11 local time, IT outlet TechRadar looked back at moments when Apple used the phrase to announce unexpected innovations.

“One more thing” began at the 1998 Macworld San Francisco event. Steve Jobs introduced several Mac software products and then paused as if he were about to leave the stage. “Actually, there is one more thing,” he said. He announced that Apple had returned to profitability, a sign that a company on the brink of bankruptcy had been revived. Although he did not use the exact phrase “one more thing,” the moment later became a symbol of Apple events.

At Macworld San Francisco in 2000, “One more thing” appeared twice. The first was the reveal of Mac OS X’s Aqua design, and the second was the announcement that Jobs had become permanent CEO rather than interim CEO. At Macworld Expo New York in July that year, Apple unveiled the Power Mac G4 Cube as “one more thing,” but it did not achieve commercial success amid controversy over its high price and performance.

In 2005, Apple introduced the screenless iPod shuffle as “one more thing.” Its simple design raised questions, but it achieved popular success by stressing that random playback, or shuffle, was the most popular listening method. At Macworld Expo in 2006, Apple unveiled the Intel-based MacBook Pro. Improved power efficiency and new features such as the MagSafe connector and a built-in camera marked a turning point for the Mac.

The “One more thing” tradition continued after Jobs’ death. In 2014, Tim Cook announced the Apple Watch as “one more thing,” marking a move into a new wearable market. In 2017, Apple unveiled the iPhone X without a home button, changing the standard for smartphone design. In 2020, Apple named the event announcing its shift to Apple Silicon itself “One more thing,” and unveiled the MacBook Air, Mac mini and MacBook Pro together.

The most recent example was the Apple Vision Pro, announced at WWDC in 2023. It was introduced as Apple’s first mixed reality headset, alongside an ambition to redefine interaction between hardware and software. Sales were weak, and production was sharply reduced, falling short of expectations.

Not every “One more thing” has been a success, but the line remains a symbol of Apple innovation. The approach of focusing market attention through an unexpected announcement is also central to the event strategy Apple has built over decades.