Every “One More Thing” from Steve Jobs’ Keynotes

Table of Contents

Apple Gazette proudly presents an exhaustive collection of every single “One more thing” moment from Steve Jobs’ many keynote speeches. More than thirty of them, in fact, and we’ve got embedded videos cued up to the exact moment, so you can watch them all on a single webpage.

A Few Things I Noticed…

  • MacWorld almost always had a “One more thing.”
  • WWDC almost never had one.
  • Jobs employed a different transition effect almost every time those three words showed up on his presentation screen.

Steve Jobs was a master of the keynote presentation. If he was an artist, the keynote was his canvas. When he stood in front of an audience, be it the enthusiastic crowds at WWDC or a special press briefing, he had them eating out of his hand. (He could’ve pronounced himself the King of Whoopee and they would have given him a standing ovation with cheers and hollers.)

Jobs’ signature feature was to wrap things up, and then tack on “One more thing” at the end, complete with a giant slide bearing those words on the big screen behind him. The items promoted during this epilogue ranged from minor accessories to significant new product announcements. Over the years, Apple fans started watching for Steve’s “one more thing” in each presentation he gave. (Watch for their increasing swells of approval and excitement in the videos below.)

Jobs viewed his presentations as a form of storytelling, and his job as the storyteller was to wow his audience and get the buzz started. Anytime he put together a keynote that he feared might not have quite the level of pizzazz he was after, he pulled out the “one more thing” trick to top things off with an exclamation point. But not every presentation he ever gave included a “one more thing” moment. The unveiling of the original iPhone at MacWorld 2007, for example, didn’t need one because the iPhone was the biggest and arguably most important product launch Apple had done to date.

Among other things, it’s fascinating to watch Jobs’ evolution as a speaker and a CEO (he starts off below as Apple’s “interim” CEO). And then there’s his tragic physical deterioration in the last five years or so of his life; it’s sad to see, but amazing how it never dampens his skills at working a crowd. Jobs was at his best when he was on stage, presenting Apple’s latest and greatest devices to the world, and that remains true right up to the end.

Entries that don’t quite fit with the rest of this list, for one reason or another, are denoted in yellow.

Let’s get started.

January 8, 1998
MacWorld San Francisco

The very first “One more thing” Jobs gave was not the kind that Apple fans are used to today. Reportedly, he was walking off the stage at the end of his presentation when he stopped and offhandedly remarked to the crowd, “Oh yeah, we’re profitable.” After years of struggling through declining sales — and the media declaring Apple all but dead — Jobs returned to helm the company he co-founded, and quickly turned things around, putting Apple back on its feet. As you might imagine, the crowded room full of Apple fans were ecstatic. This is the only “One more thing” I was unable to find video footage of. There is some video of this keynote available to watch, but it cuts off before the end. [Image source]


July 21, 1999
MacWorld New York

After showing off the first iBook, Jobs rolled out the first consumer-friendly wireless base station to go with it: the AirPort. The plug-and-play device’s data transfer speed topped out at 11Mbps (!), and it required that you pop an AirPort Card inside your iBook (via an easily accessible panel, natch) for the laptop to be able to access the wireless network. Unlike most other “One more thing”s, this one was not accompanied by a slide bearing those words.


August 31, 1999
Seybold San Francisco

Jobs announced the Apple Cinema Display to a room full of oohs and aahs. The 22″ LCD flat panel display was, to the best of my reckoning, Apple’s first-ever display with a widescreen ratio. (But I know I can count on you to correct me if I’m wrong about that, fanboys and girls.)

October 5, 1999
Special iMac Event

At one of the first “special events” Apple created, where the press were invited and it wasn’t the kick-off of a convention, Jobs wrapped things up with the iMac DV, a souped-up iMac made to handle desktop video editing. Among its video-friendly features were two Firewire ports instead of just one, and the launch of the very first version of iMovie.

After this was done, Jobs came back again for a second “One more thing”: iMac DV Special Edition. This one was the same as the DV, but tricked out even further with more space and faster components. The Special Edition came in a “special color” called Graphite made just for this computer.

January 5, 2000
MacWorld San Francisco

After a few years of serving as Apple’s interim CEO, following his return to the company, Jobs announced that the company had decided to drop the “interim” from his title, making him Apple’s full time head honcho.

July 19, 2000
MacWorld New York

The PowerMac G4 Cube was the subject of this “One more thing.” Did Jobs have a thing for cube-shaped devices? He’d also launched the “NeXTcube” computer in the early 90s during his time away from Apple. Neither one proved terribly popular among consumers.

January 9, 2001
MacWorld San Francisco

Jobs stunned the world with a sexy laptop that boasted a titanium casing, and was just one inch thick. The PowerBook G4 set a new standard at the time for thinness — and how much power could be squeezed into such a narrow frame. It redefined the entire notebook industry, and was one of the most lusted-after computers in the world.


February 22, 2001
MacWorld Tokyo

Jobs showed off two new patterns — instead of colors — for Apple’s new lineup of iMacs with CD-RW drives. They bore the unfortunate-in-retrospect names of “Flower Power” and “Blue Dalmatian.”


July 16, 2002
MacWorld New York

The iMac G4 was Apple’s first major redesign of the popular consumer desktop, replacing the cathode ray tube shape of the original with a 15″ flatscreen on a swivel arm. For this “One more thing,” Jobs introduced a new version with a 17″ flatscreen. (Note: despite the YouTube title claiming this video is Jobs’ keynote from “WWDC 2002,” it is, in fact, his keynote from MacWorld New York 2002.)


January 8, 2003
MacWorld San Francisco

After introducing the first 17″ PowerBook, Jobs used his “One more thing” to mention that they decided to apply the same technology they used for the 17″ aluminum laptop to also build a petite 12″ PowerBook. Touting it as the world’s smallest full-featured laptop, it’s clear now that this tiny laptop fed Jobs’ obsession with “smaller and thinner is better.” As usual, the audience was enthusiastic about the new product’s features — except its 5-hour battery life.


April 23, 2003
iTunes Music Store Special Event

Stepping outside of tradition, Jobs put this “One more feature…” just 18 minutes into the hour-and-20-minute event. It was the announcement of a version of iTunes for Windows. Jobs boasted that it was “the best Windows app ever written.”


June 23, 2003

In the concluding moments of this event, the brand new Power Mac G5 rose up dramatically out of the stage floor. Jobs’ announcement followed a leak from the week before, when the specs for the G5 were accidentally posted early on the Apple Store website.


September 16, 2003
Apple Expo Paris

Apple’s first wireless mouse & wireless keyboard were shown off at this one. The mouse was the direct precursor to the much-derided Mighty Mouse, sharing its same basic design. The main missing feature was the scroll ball.


January 6, 2004
MacWorld San Francisco

After introducing the iPod Mini, Jobs used his “One more thing” to show that these anodized aluminum music players came in 5 colors. To this reporter’s eyes, this keynote marks the first visible signs of Jobs’ weight loss due to his cancer, though opinions on this issue will surely vary.


August 31, 2004
Apple Expo Paris

I include this one apocryphally, since it was given by Apple’s Senior Vice President of Worldwide Marketing, Phil Schiller. Near the end of his presentation, Schiller remarked, “There’s one other thing I want to talk about today…” It was the new iMac G5, which featured the same design as today’s iMacs, but with a white plastic enclosure instead of metal.


October 26, 2004
Music Special Event

Jobs showed off a special edition “U2 iPod,” a departure from the standard white iPod. This one was black with a red click wheel, and the signatures of all four band members were laser-etched on the back. Following the announcement, Jobs introduced U2, who took the stage beside him.


January 11, 2005
MacWorld San Francisco

While the iPhone was still in development, Jobs bided his time with smaller releases like the iPod Shuffle, the first iPod that had no display. It was a super-small device, with a similar design to Apple’s remote control for laptops, desktops, and Apple TV.


September 7, 2005
Music Special Event

After announcing the iPod Nano, there’s a moment when Jobs very casually says “there’s one other thing,” and then he shows off a black version of the Nano. The whole thing happens so fast — and there’s no slide behind him to echo it — that I don’t believe it follows the spirit of Jobs’ typical use of “one more thing.” But I include it here for completion’s sake. Interesting side note: this was the same event where Jobs launched the disastrous Motorola ROKR, aka the so-called “iPod Phone” that was critically panned and ended up a commercial flop.


October 12, 2005
“One More Thing…” Special Event

TV show episodes came to iTunes for $1.99 an episode. Initially it was announced only with Disney/ABC shows, but other networks signed on not long after.


January 10, 2006

Jobs introduced the first MacBook Pro, Apple’s first Intel-based laptop. It was also the first laptop with an iSight camera built in, the now-standard MagSafe power connector, and Front Row with a remote.


September 12, 2006
“It’s Showtime!” Special Event

Movie purchases arrived on iTunes with this one. But after a recap, Jobs announced another “One last thing”: a sneak peek of “iTV,” which later became “Apple TV.” A third “one more thing” was used to introduce John Legend, who performed on stage.


June 11, 2007

A beta version of Safari for Windows was announced.

September 5, 2007
“The Beat Goes On” Music Special Event

At this post-iPhone event, after he introduced the iPod Touch (and new models of the other iPods), Jobs unveiled “iTunes Wi-Fi Music Store,” which allowed users to buy music straight from our iPhones and iPods for the first time. No more syncing to a computer necessary for music purchases. A second “One more thing” moment (sans slide) was the announcement of Apple’s partnership with Starbucks. Their deal allowed Starbucks customers to find out what music is currently playing in the store and immediately purchase it over Wi-Fi.


March 6, 2008
“iPhone Software Roadmap” Special Event

At the end of this event geared specifically toward iPhone app developers, Jobs introduced John Doerr of Kleiner Perkins Caufield & Byers to the crowd. Doerr announced “iFund,” a $100 million capital fund for new startups that want to build iPhone apps.

October 14, 2008
Notebooks Special Event

After introducing the new “unibody enclosure” for MacBook Pro, Jobs trotted out a “next-generation” MacBook that also featured a metal unibody. The unibody aluminum enclosure is one of Apple’s least-celebrated but most important innovations, I think.

January 6, 2009

Phil Schiller stood in again for an ailing Steve Jobs at this annual event, though listening to the presentation, it seems obvious that Jobs at least had a hand in writing the script, because his presentation style is on display throughout. Late in his speech, Schiller invoked “one last thing”: three new features for iTunes. 1) a 3-price tier of $.69, $.99, and $1.29 replaced the single-price structure for song purchases. 2) iTunes Plus: eight million songs became DRM-free. 3) iTunes Music Store for iPhone/iPod Touch was made 3G-enabled, so customers could buy songs that way in addition to the existing Wi-Fi.


September 9, 2009
“It’s Only Rock & Roll” iPod Special Event

A video camera was added to the iPod Nano, in response to the popularity of Flash storage-based camcorders like the Flip. The best part of the presentation came at its beginning, when Jobs returned to the stage after his liver transplant and received a standing ovation that lasted a full minute.

June 7, 2010

After introducing the iPhone 4, Jobs’ “One More thing” was FaceTime video calling. He unveiled it in the same manner that he’d showed off voice calling on the original iPhone: by calling Jonny Ive. (He also ranted about people in the audience not turning their Wi-Fi devices off, which caused the video quality on the call  to be jumpy.)


September 1, 2010
Apple Music Special Event

The second generation, much smaller Apple TV was revealed.


October 20, 2010
“Back to the Mac” Special Event

Jobs introduced the second-generation MacBook Air, the first MacBook ever to use all Flash storage. While cuing up this product, he got a big laugh from the crowd when he said, “So we asked ourselves, ‘What would happen if a MacBook and an iPad hooked up?”

June 6, 2011

At Jobs’ very last keynote address, he mentioned that “there’s one more thing,” but there was no slide to go with it. The announcement, which followed the first details on iCloud, was iTunes Match. Even though his health had deteriorated to its worst point yet (he would pass away just four months later), he was as dynamic a showman on stage as ever.

Editor’s note: Presumably out of respect to Steve Jobs, Apple seems to have retired the “One more thing” moment from its presentations following his passing.

[Front page article image source]

Picture of Kokou Adzo

Kokou Adzo

Kokou Adzo is a stalwart in the tech journalism community, has been chronicling the ever-evolving world of Apple products and innovations for over a decade. As a Senior Author at Apple Gazette, Kokou combines a deep passion for technology with an innate ability to translate complex tech jargon into relatable insights for everyday users.

7 thoughts on “Every “One More Thing” from Steve Jobs’ Keynotes

    1. I considered that, but the question I came back to was where to cut it off. A collection of quick-cuts of Steve saying “But there is one more thing…” thirty times, would be fun. But a lot of our readers appreciate thoroughness, and I thought it would’ve left a lot of them wanting more. More details, more context, more of the videos they came from. So for the events where it was available, I used videos of the entire presentation for my embeds. That way, Apple Gazette readers would have the option to rewind and watch more if they want. (I confess I found myself watching other, equally compelling parts of some of these keynotes while putting the article together!)

      But maybe we can attempt to do a compilation video like that in the near future. We’re open to requests. 😉

  1. Really enjoying this post. After watching one or two, I was so intrigued that I went back and have been watching the full presentations. It’s fascinating to see the evolution of Apple.

  2. I thought maybe the press made too much of the “one more thing”, but looks like he really did use it a lot. Was curious as many Apple faithful were hoping for a “one more thing” today during the iPhone 5S and 5C keynote.

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