History of 'One More Thing...' [Compilation]

hey guys it's Greg with Apple explained and today we're going to explore the history of one more thing which is a phrase used near the end of some Apple keynotes to generate excitement before announcing a new product or service now this topic was the second-place winner of last week's voting poll and if you didn't get to vote make sure you're subscribed that way the voting polls will show up right in your mobile activity feed and you can let me know which video you'd like to see next so in this video I want to show every moment where the iconic phrase one more thing was used during an Apple announcement now it was Steve Jobs who began this tradition back in 1999 at the Macworld Expo and I should mention that today October 5th is the 7-year anniversary of Steve Jobs passing so in honor of his memory and incredible legacy I want to dedicate this video to him so let's get started and take a look at the history of one more thing and we think we've got the strongest product lineup that Apple's ever had so thank you for coming today and checking this out with us we're very very pleased to introduce this to you and oh wait a minute now but there is one more thing there is one more thing that I want to show you we make some great displays for the new Power Mac g4 we have our 15-inch flat panel studio display and our 17 inch and 21 inch crt-based studio displays and they work great with the g4 they're color-coordinated to match but what would be the ultimate companion for the new Power Mac g4 well let me show you [Applause] this is called the Apple Cinema Display [Applause] we now have the best consumer desktop on the planet I really want to thank you for coming here and seeing it with us today we're really really proud of it everybody's worked really hard on it so thank you I forgot there is one more thing I forgot to tell you about this is really important in addition to the iMac we have a second model called the iMac TV what is BB stand for digital video the iMac digital video what is this well the iMac TV is everything in iMac and a lot more let me tell you the more 400 megahertz processor even faster 10 gig drive even bigger RGB video out built-in to everyone this is a key feature for our education customers so sort of on the bottom headed for the back there's a little ventilation grille on the bottom looks like this you can pop it out very easily and expose the connector and we even ship another nice little grill you can pop in and then you can just hook right on to it so everybody who needs RGB out built into every single unit we are incredibly thrilled with the new iMac TV and we are so far ahead of anybody now in the consumer desktop space it's not funny so thank you very much for coming today we've had a lot to show you thanks for sitting through a long presentation all the wait a minute Oh all right I do have one last thing I forgot to tell you about we just told you about iMac TV one last thing iMac TV special edition the iMac TV special edition is everything in iMac TV and more the more is 128 megabytes of memory standard a 13 gigabyte Drive standard and an amazing new special color I'd like to show you that now we please show you the iMac TV special edition it's the most beautiful iMac ever it's in a brand new color for iMac graphite not over here so this is the architecture except there's one more thing the one more thing is we have been secretly for the last 18 months designing a completely new user interface and that new user interface builds on Apple's legacy and carries it into the next century and we call that new user interface aqua because it's liquid one of the design goals ones when you saw it you wanted to lick it and so we call it aqua and this is the architecture for Mac OS 10 and we are incredibly incredibly excited and pleased with how this has turned out now when we talk about user interfaces let me show you this is it [Applause] this this is what started it all right the original Macintosh in 1984 512 by 384 dots on the screen black-and-white kicked off a revolution and we saw others follow in the late 80s this is Windows 3.1 in the late 80s and Apple followed up in the mid-90s with the current user interface called platinum still the best thing out there and and then this is Windows 98 which obviously came out 98 so these are the user interfaces out there they're all credible they all work how do we take this to the next level well let me show you a few slides on aqua and then I'd like to demonstrate it for you so this you get a little feeling for what aqua may be like but there's one more thing this is our product strategy that we announced about two and a half years ago the four quadrants and it served us very well we filled them all in and we've even had a chance to go around and update most of them two or three times each to constantly keep them fresh and aggressive but today the first time in two-and-a-half years we are expanding our product strategy and it's not a portable it is a new desktop machine what is it we are combining the power of the Power Mac g4 the awesome power of this machine with the desktop elegance the silence and the miniaturization that we learned from doing the IMAX to make a whole new class of machine and so we're starting with the g4 power we're building in a really fast g4 chip into this new machine we're building in the ability to have up to a gigabyte and a half of memory in the machine we're building in the ability to have up to 40 gigabytes of storage inside the machine we're adding i/o for everything a modem eat 100 megabit per second Ethernet USB and firewire you can hook up to almost anything with this machine and Airport wireless networking inside as well now I know some of you are saying well looks like a mid-range Power Mac g4 to me what's so new and special about this well this is where we get in to the iMac magic because if this is the size of a Power Mac g4 we have miniaturized all that power into something this size okay from this to this and what we've miniaturized it into is an 8 inch cube 8 inch unbelievable another way of looking at this is if this is the Power Mac g4 and you could break it into four equal parts we have miniaturized all the power into just one of those parts which is an 8 inch cube unbelievable now you can imagine with all this power in such a dense space we must need a turbofan the coolest thing but no our engineers have done some brilliant work and all this power in an 8 inch cube has cooled without a fan and so it runs in virtual silence in an 8-inch cube and we call this new product the Power Mac g4 cube or more affectionately the g4 cube you guys have sat through a lot and I really appreciate it today and there is one more thing one more thing if I could beg your patience another few minutes I'll give you a clue anybody get it remember high school chemistry okay let's talk notebooks we have the most powerful notebooks in the world but they have the sex right they have the sex we want both we want both the power and the sex right so today we're introducing a totally new power book [Applause] it's got the power 500 megahertz G for our first p4 power whatever if that's not enough this next one's going to blow your mind 15-point 2-inch mega widescreen built-in DVD 5 hour battery life airport ready so these are the kind of power features you'd expect from us firewire ports etc etc all that stuff but what about the sex sitting down one inch thick one inch thick 5.3 pounds and this again what is this titanium it's made out of titanium like the spy planes this this is an incredible material it's stronger than steel yet lighter than aluminum it's unbelievable and this isn't you know IBM's talked about titanium they just throw a little titanium powder into the plastic it's nothing this is real commercial grade titanium metal like they build airplanes out of titanium we think we got the power and the sex in our new PowerBook g4 titanium and as you can see I'd like to show it to you this thing's pretty remarkable ready well up a video here there we go this is it it is remarkable let me open it here look at this it's incredible let me just show you how thin this is that's my finger okay and once you go down and show on the side look at this thing it's unbelievably beautiful but there was wait a minute there is one more thing I forgot about that's the iMac I wanted to talk about the iMac for just a minute the iMac has been really great for us I think customers just love them with the flat screen the super crisp flat screen displays the really fast g4 processors and the super drive so you can burn your own DVDs that play in consumer DVD players and its design is just stunning where you can move the display anywhere you want and the feedback we've gotten on this has been fantastic Walt Mossberg not an easy journalist to please said the new flat panel iMac is the best consumer desktop PC on the market and cost less than a Windows PC with the same specs he said that last month so we're really happy with the iMac I've got some fun data to share with you we sell three models the high-end one has a super drive in it and burn your own DVDs as I said I'm really pleased to report that the percentage of all the Mac's sold with a super drive 50% customers want the super drive it is the most requested thing we've got in the iMac line terms to give me one with a super drive I'm showing up in the sales stats and that model sells for $18.99 as of today we're lowering the price back down to $17.99 so we can try to reach even more people with it but this doesn't address the number one request we've gotten for the iMac the number one request is for a larger display and the IMAX got a fantastic 15 inch display but today we are introducing a model with a 17 inch landscape display let's go ahead and take a look better [Applause] it is gorgeous it's really beautiful it's giant and again you can move it anywhere you like even when it's twirly there is one more thing we wanted to talk about today now some of you may have noticed on the net this for those of you that have not been aware there was a funny thing that happened on our web site last Thursday as I recall where some specifications were posted on a Power Mac g4 page it looked pretty remarkable now the reaction to these specifications fell into one of three camps one it's too good to be true can't be true nothing could ever be this good number two it's true and number three it's brilliant marketing on Apple's part we internally one of the folks internally had a great name for this he called it premature specification but I I am here today to tell you that it was a mistake and it's true [Applause] it doesn't even begin to tell the story that we get to tell you right here and now we are delivering today the world's fastest personal computer it's amazing now there's three things there's the chip there's the system and there's the product and we're calling it the g5 so the 17 inch PowerBook we just took another giant leap there is one more thing it's one more small when we were inventing all of the technology to build this tremendous technology to be able to do this it's way far ahead of what anyone in the industry is capable of doing we decided to apply that technology to something a little smaller which is this yeah let's see it again a new 12-inch PowerBook that is only one point two inches thick weighs four point six pounds it is the smallest power book ever even smaller than the duo's if you remember those it is the smallest full-featured notebook in the world you 12-inch PowerBook and I haven't had one right here there it is [Applause] the iPod mini is designed to go after this the high end of the flash market and we think it's going to do very well doing exactly that it's just one more thing about the iPod mini which is it comes in colors so in addition to silver we have gold we have blue we have pink and we have green so we have a whole family of colors with the iPod mini now these are aluminum and they're anodized aluminum so the photography doesn't really do it justice you go out and see these in the booth they are gorgeous so we're very very excited about that so these two things and many more are why we believe we have just begun this era of digital music and that we're gonna see some some very healthy progress in the next year we're very very excited about it iPod and iPod mini but there is one more thing there is one more thing that we want to tell you about today it's pretty great so let's look at I pod market share and let's go back a year in time let's go back to January 2004 a year ago iPods market share was about 31% flash music players had a share of 62% and the iPod wannabes were about 7% that was a year ago now a year ago we introduced a new product called the iPod mini to go after the high end of the flash market well it's a year later how'd we do January 2005 I am pleased to report that the iPods market share has doubled it's a 65% the flash market share has been cut in half to 29% and the wannabes are down a percent to 6 percent in one year very rarely you get a before and after snap like this the iPod mini worked so what's next well we'd like to go after the remaining mainstream flash market so we've taken a look at this market and it's a zoo there's a zillion little flash players and the markets incredibly fragmented nobody has very much market share nobody's investing marketing and growing the market the products are all pretty much the same so let's just take a look and pick one of them and take a look they all have some attributes first of all they most of them are powered by triple-a batteries which are not rechargeable so what that means is you're gonna feed this thing about $100 worth of batteries a year not such a good investment but let's even forget about the batteries for now the real key here is that these products are trying to be as easy to use as an iPod but they've got these very tiny displays and no click wheels they just got these little buttons and the result is a real tortured user interface they're really hard to use they're hard to find your music you're sitting there trying to navigate around these things and it's a lost cause well we don't want to make another one of these there's plenty of them we want to make something that's really great if we're gonna enter this market we want to make something that's even easier to use than the existing iPods because if this is going to be our entry-level product we want to bring even more people in to the digital music revolution this is not the way to go so we noodled on this for a while and we realized we had to come up with a new original idea that would make a product that was way better than this where you didn't have tortured user interfaces to listen to your music and then we saw it it was clear as a bell something happened in the iPod market with all of our iPod users last year they discovered a new way to listen to their music that became the most popular way that iPod users listened to their music and what is that shuffle with shuffle you don't have to find your music it shuffled up for you and we decided to base a flash-based player around shuffle and so today we are introducing the iPod shuffle and this is what it looks like it's unbelievable and it is so great to you so iTunes 6 that is act 3 but we do have one more thing today one more thing it's a pretty big thing you know we've talked about how you can buy music videos off the store you can subscribe to video podcasts off the iTunes music store and you can buy Pixar short films well there is one more thing that we're announcing the day that you can buy off the iTunes music store and that is TV shows [Applause] so this is what we're up to today and I'm really glad you liked everything but there is one more thing you know there's been this pesky little problem of the power books you know it's not a secret that we've been trying to shoehorn a g5 into the power book and have been unable to do so because of its power consumption being unrealistic in such a small package we've done everything engineering there was possible engineering wise we've consulted every possible high authority you know and one of the things we said when we were switching to Intel was it wasn't just about performance it was about performance per watt because that was what was gonna let us get these things into notebooks so let's take a look at where we came out performance per watt if you take a look at the g4 chip that we have in the power books today it's got zero point two seven performance per watt now to put a g5 in which has got a lot higher performance we needed a higher performance per watt to so that the power didn't go up with that performance well it turned out that the g5 was even worse than the g4 in terms of performance per watt which is what kept us from doing what we wanted to but the core duo was designed for this from the start look at that and so it is four times better than the g4 and four and a half times better than the g5 and so today we are introducing a new notebook computer that we are calling the MacBook Pro it's a new it's a new name because we're kind of done with power and because we want Mac in the name of our products so MacBook Pro and this is the new MacBook Pro it has an Intel Core duo chip in it the same as we're putting in the new iMac which means that there are going to be dual processors in every MacBook Pro but there is one last thing I'd like to talk to you about today is this next thing a little unusual for us it's a sneak peak of a product that will be announced in the first calendar quarter of 2007 we usually keep things pretty pretty corralled until we're ready to ship them but in this case I think it completes the story and to understand where we're going I'd like you to get a sneak peek of this so we decided to go ahead and and show it to you today so we've now got music TV shows and audiobooks and movies and all sorts of great digital content on the iTunes Store and you can take that content again whether it be music or TV shows or movies let's focus on movies here and you can purchase it and download it over the Internet to your computer can be a Mac or a PC I'm gonna choose a Mac here because I'm biased but that could be a PC too and you can take that content enjoy it on your computer whether it's a desktop or a notebook and you can also sync it to your iPod and it's really great what about that big screen flat TV you just bought last weekend you'd love to be able to say watch your movies on that right so what are we gonna do to complete this picture well you need a box to drive that big-screen TV to play movies I mean if you want to play DVDs you've got to go and buy a DVD player right well you got to go out and somehow get a little iTunes player here to play this stuff but how is this box gonna talk to the computer do I want to string cables throughout my house because my computer's probably in my den or in my some other room in the house and my TV is in the living room or wherever it might be so I'm gonna talk to it using wireless networking and that's gonna get the content from my computer to this box from the box onto the TV makes sense right that's what we'd all like to do we don't want to tear up our walls to string cables so let's talk about this box this is the missing piece well here it is this is what it looks like and internally we call it I TV it's gonna let you enjoy your media on your big-screen flat TV alright that's what it's for now it's a code name internally ITV we've got to come up with a final name before we introduce it in the first calendar quarter of next year what's gonna call it ITV but there is one more since we're all here today there's one other thing we wanted to tell you about that we think you might like one of things we didn't have a chance to talk about so far as Safari you know that Safari has been a wonderful success there are now over 18 million Safari users and if you look at safaris market share it is climbed from zero when we introduced it a few years ago to 5% across the entire Internet now if you look at the whole world of browsers Internet Explorer's market shares about 78% Firefox it's about 15 Safari is 5 and other browsers are about 2 what we dream big we would love for safaris market share to grow substantially that's what we love but how are we going to do that well the Matz market share is growing and this is great but we want to grow maybe even in addition to that and to do that we're going to have to create a version of Safari that runs on Windows we have a little bit of expertise in doing that because of iTunes and that's exactly what we have done so these are some of the new products we wanted to introduce today but there is one more thing and of course that one more thing is the MacBook the MacBook is an amazing product it is the best-selling Mac ever we sell a ton of these Mac books and people love them they are one of the best products in the industry and they sell for 10 night they entry price is 1099 and we're going to keep right on selling these to a lot of people but we're going to reduce the entry price today to $9.99 make them a little more affordable and I think we'll just keep on selling these for an awful long time they're fantastic products but we've heard from a lot of MacBook customers and the top three things they'd like in their MacBook are a metal enclosure they lust after the MacBook Pros metal enclosure faster graphics right they want to play games they they are doing a lot of graphic intensive applications with photos and other things they want faster graphics and a lot of them want LED backlit displays for that instant on and brighter displays so these are the three top things we've heard and we figured out a way to bring these to the MacBook line and so we are introducing a new generation of MacBook on top of our white plastic MacBook and here it is again there it is it's an all new MacBook again corner-to-corner glass LED backlit display it is our new next-generation MacBook but we do have one more thing and that is a video camera you know we've seen video explode in the last few years nowhere more than on YouTube which is serving up a billion video streams a day and where are these streams coming from they're coming from folks like us who are using these portable solid-state video cameras to take personal videos and it's incredible so here's one very popular one four gigabytes of memory 149 dollars and this markets really exploded and we want to get in on this so what are we going to do well we're going to start off with 8 gigabyte unit 8 gigabytes of memory and we're going to lower the price from 149 dollars to free this is the new Apple isn't so how are we going to do that the way of which we're going to do that is we're going to build a video camera right into the new iPod Nano on the back of every nano is a video camera and a microphone integrated right in and there's a speaker inside as well to listen to the music to listen to the sound of your videos so built into every iPod Nano is now an awesome video camera and yet we've still retained its incredibly small size and you realize how small when you compare this to other devices right a fifth as thick a tenth the volume so you can take along your iPod Nano and always have your video camera with you but there is one more thing and I think it's best that I just show you I really want your Wi-Fi devices off are they off please turn them off if you've turned them back on so in 2007 when we launched the iPhone it was my privilege to make the first public call onstage to one of my best friends in the whole world Johnny I've the head of our design team and I'd like to do the same on this occasion so I'm gonna go ahead and call Johnny now hey Johnny [Applause] it's uh this never freezes up so you guys haven't turned off all your Wi-Fi come on let's get it off please hey Johnny how you doing I'm good I'm good how you I'm doing okay except for these guys that aren't turning their Wi-Fi off yeah you know this is amazing I I grew up here in the US with the with the Jetsons and and with Star Trek and communicators and just dreaming about this you know dreaming about video calling and and it's real now now did you I grew up watching exactly the same TV shows you know I used to I used to love that that's sort of wonderful sort of optimistic view of the future and and it's real now isn't it it's real especially when people turn their Wi-Fi stuff off it could have autism it because as you know the idea of communicating this way it's an old idea it's one that we're we're familiar with we've just had to wait we've had to wait an awfully long time for it to become real haven't we yeah well listen I let's have lunch later on all right I see a thing thanks Johnny so we call this FaceTime FaceTime video calling but we've got one more thing actually it's one more hobby so first we're talking about Apple TV now we introduced Apple TV four years ago and we've sold a lot of them but it's never been a huge hit and nor is any other competitive product nothing's really hit in the living room yet but we talked to people to use Apple TVs and they love them they absolutely love them and use them a lot so what if we learned in the last four years what have we learned from our users well we've learned a lot the first thing is the number one two and three thing they want is they want Hollywood movies and TV shows whenever they want them it's that simple it's not really complicated they want Hollywood movies and TV shows they don't want amateur hour they want professional content and they want everything in HD the HD revolution is over it happened HD one everybody wants HD they'd like to pay lower prices for content right warp the lower the prices the more they're gonna watch they don't want a computer on their TV they have computers they go to their widescreen TVs for entertainment not to have another computer this is a hard one for people in the computer industry to understand but it's really easy for consumers to understand they get it they don't want to manage storage when you buy a bunch of movies and TV shows you have to manage them cuz you don't want throw them away just bought them and so you have storage management problems your heart just starts to fill up what are you gonna do people don't want to think about managing storage they just want to watch movies and TV shows and they don't want to sink to a computer most of them having figured out what that is they want to pull some content off their computer but they don't want this sinking stuff it's too complicated and they want whatever Hardware we have to be silent cool and small right not too hard to understand so this is what we've learned and it's it's really quite a bit different than a lot of other companies think and either we're right or were wrong but this is what we've heard from our customers and so we've made something new for them this is the current Apple TV we are introducing the second generation of Apple TV today and this is what it looks like it's 1/4 the size you can hold it in the palm of your hand I have one here actually I mean look at this that's it it's this little tiny box so this is these are the things that we wanted to share with you today we're really excited about him but there is one more thing and that one more thing really comes back to our theme for today which is back to the Mac you know we talked about this virtuous circle with Mac OS 10 helping to create iOS for our devices that maturing being on the iPod as well and now being inspired by that bringing some of that back to Mac OS 10 but just like that philosophy has some benefit in our software it can also have some benefit in our hardware what would happen if a macbook met an ipad there's a lot to be inspired about there as well well what are some of those things well iPad has instant-on right that's pretty rare for a notebook great battery life amazing standby time 30 days standby time solid-state storage so there's no optical or hard drives and it's thinner and lighter which means it's even more mobile these are some great things for notebooks and so we asked ourselves what would happen if a MacBook and an iPad hooked up well this is the result it's one of the most amazing things we've ever created it is our new MacBook Air and we think it's the future of notebooks I'm really excited about this it is gorgeous let me just show you a few beautiful shots of it it's like nothing we've ever created before and it's it's really stunning so that is iCloud now there's one more thing a small thing it pertains to iTunes in the cloud as you recall iTunes in the cloud is just for the music that you've purchased from the iTunes Store now at 14 billion songs 15 billion excuse me that's a lot of songs out there they've been purchased from iTunes Music Store but you may have some that you ripped yourself and there's three ways you can deal with that one you can sync your new devices over Wi-Fi or cable cable and you only have to sync them once just to get that music on them and then you can rely on iCloud to take care of getting all your new purchases off iTunes onto that device or if it's just a few songs you love you don't leave behind you can buy those songs that you'll miss on iTunes we're going to offer a third way which is called iTunes Match what is iTunes Match well iTunes Match uses the fact that we've got 18 million songs now in the iTunes Music Store and the chances are awfully good that we've got the songs in our store that you've ripped and so we wrote software to scan those CDs though the rip seen on iTunes music and match it up with those songs we have in the store but we're not quite finished yet we have one more thing [Applause] we love to make great products that really enrich people's lives we love to integrate hardware software and services seamlessly we love to make technology more personal and allow our users to do things that they could never have imagined we've been working incredibly hard for a long time on an entirely new product and we believe this product will redefine what people expect from its category I am so excited and I am so proud to share it with you this morning it is the next chapter in Apple's story and here it is before we close this morning we do have one more plan I'd like to tell you about something that we've been working really hard on in something we are super excited about today we're announcing Apple music the next chapter in music and no you are going to love it it will change the way that you experience music forever but we're not stopping there we do have one more thing we have great respect for these words and we don't use them lightly our teams have been hard at work for years on something that is important to all of us the future of the smartphone the first iPhone revolutionized a decade of technology and changed the world in the process now 10 years later it is only fitting that we are here in this place on this day to reveal a product that will set the path for technology for the next decade [Applause] this is iPhone 10 it is the biggest leap forward since the original iPhone so that is the history of one more thing and if you want to vote for the next video topic don't forget to subscribe thanks for watching and I'll see you next time you

Channel: Apple Explained

Views: 1,062,558

Rating: 4.8584213 out of 5

Keywords: history of apple, apple steve jobs, steve jobs, hiatory of one more thing, one more thing, apple keynote, tim cook, tim cook keynote, imac, iphone, ipad, history of the iphone

Id: in9SX3enCHU

Length: 52min 0sec (3120 seconds)

Published: Fri Oct 05 2018