Name a technology gadget event more anticipated than something from Apple? Two to three times a year, Apple introduces something new– software, hardware, services; from keynote events at special presentations to the keynote at WWDC in late spring, Apple has a list of changes to show and tell and the tech world waits with bated breath.
Yeah, I had to look it up.
The condition of waiting for something to happen; subdued breathing due to high emotions. Examples. With bated breath, they went to the mailbox every day. Word Origin. 1933; based on bate meaning ‘to moderate, restrain’
Based on all the speculation about what Apple’s events will bring to the fore, the moderation and restraint isn’t what it used to be.
What’s missing at today’s Apple events is something we once looked forward to whenever Steve Jobs took the stage. What’s that?
“One more thing.”
For the most part, Tim Cook’s show and tells are packed with new features and functionalities, and a host of co-stars; from software veep Craig Federighi to marketing veep Phil Schiller, and a growing cast of others from Apple. WWDC 2018 packed new information about macOS, iOS, watchOS, tvOS into more than two hours of show and tell. What was missing?
“One more thing.”
Apple product presentations of the past, back to the Jobs era from 1997 to 2011 (just months before Jobs died), were called Stevenotes by staffers and the media.
Stevenote is a colloquial term for keynote speeches given by Steve Jobs, former CEO of Apple, at events such as the Apple Worldwide Developers Conference, Macworld Expo, and Apple Expo. Because most Apple product releases were first shown to the public at these keynotes, “Stevenotes” caused substantial swings in Apple’s stock price.
Today’s Apple keynote product presentations are hyped throughout the Applesphere, and I’m guilty of fanning the flames of rabid interest, but what is missing in today is the Jobsian ‘One More Thing’ moments.
Instead, Apple CEO Tim Cook prefers to pack the audience and the stage with more features than can be viewed and absorbed in two hours.
Ewan Spence has a list of the five greatest ‘One More Thing…’ moments from the Steve Jobs era.
Everything is out on display, the latest crown jewels are no longer hidden, a big farewell wave… and then a twitch. A glint of evil. A smile. And Steve Jobs turns back to the crowd, a theatrical moment of forgetfulness has passed. “One more thing…” as the crowd goes wild.
I miss those.