And one more thing...

Steve Jobs became closely associated with the phrase “And one more thing…” as a signature transition in Apple keynote presentations, especially during the late 1990s and 2000s. He would typically use it near the end of an event—often after appearing to wrap up—to introduce an additional product, feature, or surprise announcement meant to leave a strong final impression. The line became part of Apple’s presentation lore and was widely quoted in media coverage of Apple events, reinforcing Jobs’s reputation for showmanship and narrative control in product launches.

On its face, the phrase is casual and understated, but in Jobs’s hands it functioned as a rhetorical device: a deliberate “false ending” that resets attention and heightens anticipation. It signals that what follows is important enough to interrupt the conclusion, creating a sense of bonus value and surprise. More broadly, it reflects Jobs’s approach to storytelling in technology—structuring announcements as a paced narrative with a memorable final beat. The simplicity of the wording also fits Apple’s branding ethos: minimal language used to frame a moment of maximum impact.

“One more thing…”