To an Apple fan, Steve Jobs’ “one more thing” was like Christ­mas morn­ing as a kid. After you’d opened all your presents and got­ten lots of fun, neat stuff but you’re doing the math and it kind of looks like your sis­ter got more stuff than you did.

Then your par­ents come walk­ing into the room with a big wheel that you thought they’d never actu­ally get you.

Direct link to video

Link to the video from Michael Lopp’s excel­lent writeup of what being on the inside at Apple dur­ing their famous keynotes was like:

As you can see from that col­lec­tion of “One More Thing” intro­duc­tions, early in his return to Apple, Steve lit­er­ally acts like he almost for­got to intro­duce a prod­uct that has likely been in the works for years, involv­ing hun­dreds, if not thou­sands, of peo­ple. Under­stand­ing the rea­son­ing for this well-​​orchestrated and com­pletely man­u­fac­tured moment gives you a glimpse into the iden­tity of Apple.

I get the impres­sion that Steve Jobs was one of the key dri­vers behind the the­atri­cal side of Apple’s pre­sen­ta­tions. Not that there aren’t plenty of peo­ple there who also enjoyed it — I think he really enjoyed get­ting to do the big reveal. I hope Apple keeps hav­ing fun with the the­atrics of announc­ing new hard­ware and soft­ware. It con­veys a cer­tain amount of pride in the prod­ucts that they’re build­ing and excite­ment about the future of Apple’s cho­sen direction.