The Birth of a Legendary Phrase
In the annals of tech history, few phrases have captured the imagination quite like Apple's "One more thing…" These words, popularized by Steve Jobs, became synonymous with groundbreaking innovation and surprise announcements that would often reshape entire industries. This tradition, which began in 1999, has been a cornerstone of Apple's product launches, creating a sense of anticipation that extends far beyond the tech community.
Steve Jobs, known for his captivating presentation style, used this phrase as a powerful tool to build suspense and excitement. Typically, he would begin by discussing Apple's current products and sales figures, gradually moving through new features and updates. Just as the audience thought the presentation was concluding, Jobs would turn back to the crowd with a knowing smile and utter those magic words: "But there's one more thing…" The ensuing reveal would often be met with thunderous applause, marking the climax of the event.
The AirPort: Where It All Began
The inaugural "One more thing" announcement came in 1999 at the Macworld Expo in San Francisco. Jobs unveiled the AirPort base station and AirPort card, marking Apple's entry into the wireless networking space. This move was prescient, coming at a time when Wi-Fi technology was still in its infancy. The AirPort operated on the 802.11b standard, offering speeds up to 11 Mbps, which was considered blazingly fast for the time.
The significance of this announcement cannot be overstated. It set the stage for Apple's future in wireless technology, paving the way for a world where seamless connectivity would become the norm. The AirPort's influence extended beyond Apple's ecosystem, helping to drive widespread adoption of Wi-Fi technology across the industry.
The Evolution of Apple's Laptops
The "One more thing" tradition continued to play a crucial role in Apple's laptop announcements. In 2001, the PowerBook G4 was introduced, featuring a titanium body and PowerPC G4 processors running at speeds up to 500 MHz. This was followed by the PowerBook G5 in 2003, which pushed the boundaries of mobile computing power even further.
Perhaps one of the most memorable laptop reveals came in 2008 with the original MacBook Air. Jobs famously pulled the ultra-thin laptop out of a manila envelope, showcasing its revolutionary design. The MacBook Air, measuring just 0.16 inches at its thinnest point, redefined what a portable computer could be. It eschewed optical drives and traditional ports in favor of a sleek, lightweight design that would influence laptop design across the industry for years to come.
The iPod Revolution
The iPod line saw several significant "One more thing" announcements that reshaped the music industry. The iPod Shuffle, introduced in 2005, brought Apple's music ecosystem to a lower price point with its flash-based storage and compact design. Later that year, the fifth-generation iPod with video capabilities was announced, marking a significant step towards the device becoming a portable media player rather than just a music player.
The iPod Touch, unveiled in 2007, was essentially an iPhone without the phone capabilities. It ran iOS and had access to the App Store, blurring the lines between music players and handheld computers. This device played a crucial role in expanding the iOS ecosystem and paving the way for the tablet revolution that would come with the iPad.
Expanding the Digital Media Landscape
Apple's "One more thing" announcements weren't limited to hardware. The company used these moments to introduce significant expansions to its digital media offerings. In 2006, movie sales were added to the iTunes Store, a move that helped solidify iTunes as a central hub for digital media consumption. This was followed by the surprise announcement of Apple TV, which aimed to bring the iTunes ecosystem to the living room.
One of the most impactful announcements came in 2009 when Apple introduced DRM-free music to the iTunes Store. This move, which came after years of negotiation with record labels, was a significant step towards more open and consumer-friendly digital music distribution. It marked a shift in the industry's approach to digital rights management and helped accelerate the transition from physical to digital music sales.
Beyond Consumer Products: Safari for Windows
In an unexpected move, Apple used the "One more thing" slot at WWDC 2007 to announce Safari for Windows. This marked Apple's first major software release for Windows since QuickTime and iTunes. The move was seen as an attempt to expand Safari's market share and provide Windows users with a taste of Apple's software design philosophy. While Safari for Windows was eventually discontinued, it represented Apple's willingness to look beyond its own ecosystem to expand its reach.
The Legacy and Impact of "One More Thing"
The "One more thing" tradition became more than just a marketing tactic; it was a reflection of Apple's ability to innovate and surprise. These announcements often set the direction for the entire tech industry, influencing everything from product design to how we consume digital media.
The impact of these announcements can be seen in various ways:
- Design Innovation: Products like the MacBook Air sparked a trend towards ultra-thin, lightweight laptops across the industry.
- Digital Media Revolution: The iPod and iTunes Store fundamentally changed how we purchase and consume music and other media.
- Mobile Computing: Devices like the iPod Touch laid important groundwork for the smartphone era, expanding the possibilities of what a pocket-sized device could do.
- Wireless Technology: The AirPort products played a significant role in pushing forward the adoption of Wi-Fi, which has become ubiquitous in our connected world.
While the use of the phrase has diminished in recent years, particularly after Steve Jobs' passing, its spirit lives on in Apple's product launches. The company continues to strive for that moment of surprise and delight, even if the words "One more thing" aren't explicitly used.
Looking to the Future
As we reflect on the history of Apple's "One more thing" announcements, it's clear that they represent more than just product launches. They are milestones in the evolution of consumer technology, each one pushing the boundaries of what's possible and setting new standards for the industry.
Looking ahead, while the specific phrase may not be used as frequently, the anticipation for groundbreaking announcements from Apple remains as strong as ever. The company continues to innovate in areas like augmented reality, artificial intelligence, and sustainable technology. As these fields evolve, we can expect Apple to continue its tradition of surprising and delighting its audience, even if the words "One more thing" aren't spoken aloud.
The legacy of these announcements serves as a reminder of the rapid pace of technological change and the power of innovation to shape our digital lives. Whether you're a long-time Apple fan or simply interested in the history of technology, these moments offer invaluable insights into the strategies and innovations that have defined the digital age. As we move forward, the spirit of "One more thing" – that promise of something unexpected and transformative – continues to drive not just Apple, but the entire tech industry towards new horizons.
