Apple's 28 Ads and the Story of the "One More Thing"

A Apple has in its DNA products that are synonymous with the latest generation, impeccable design, usability and technology trends. This thanks to Steve Jobs.

Saving the company from bankruptcy on his return to Apple in 1997 with a renewal of the product portfolio and a skillful salesman, Steve Jobs was able to impress audiences at Apple events, be it a WWDC, the former Macworld Expo or a simple press conference, transforming the Cupertino giant's product announcements into a storytelling that enchanted, promised to revolutionize the market, solving people's "technological pain" and generated a great buzz, to the point that many anxiously await the long-awaited moment of the company's next technological bet, marked by the expression One more thing (“one more thing” in free translation).

After his death, Apple rarely used the tradition.

“We have a lot of respect for those words and we don’t use them lightly”

Tim Cook, Apple's CEO when he was on stage just before launching the iPhone X on the 10th anniversary of the iPhone.

Check out all the products and innovations released by Apple in Steve Jobs' announcements, after announcing that he had One more thing.

Apple AirPort

The first One more thing said by Steve Jobs before announcing a launch by an Apple producer was during the Macworld Expo in San Francisco in 1999, a year that was marked by the revival of the apple as a company and technological reference.

AirPort was made for consumers at a time when wireless connectivity in our homes was not as common a concept as it is today, paving the way for the popularization of what has come to be known as the industry-standard wireless connectivity solution, Wi-Fi. fi, for personal computers – the “normal” at that time to connect to the internet was to be tied to a wire all the time. In 2018, the AirPort line was discontinued by Apple, as were other company products.

To demonstrate the feat, Steve Jobs showed how this was possible as if by “magic”, driving the audience crazy.

Interestingly, iBook, the first consumer laptop, was also released at the same presentation, but just before Steve Jobs said One more thing. The name iBook was used years later for Apple's digital book app. Since 1998, Apple was looking for a different functionality for the iBook and it was in partnership with the company Lucent Technologies that Steve Jobs was delighted with the possibility of launching the first computers with Wi-Fi in the world, developing the technology that would be adopted in the notebook. .

Apple Cinema Display

Extinct in 2011, the first model of Apple Cinema Display was introduced by Steve Jobs in 1999 during the Macworld Expo in New York. Made to be the perfect companion for the Power Mac G4, it had a 22-inch LCD display, 1600 x 1024 resolution, two USB ports and a DVI connector.

According to Apple, the display was twice as bright, twice as sharp and had three times the contrast of CRT displays.

iMac DV & iMovie

To close the 1999 releases, Steve Jobs launched the iMac DV (Digital Video), the first Mac with 2 FireWire ports, DVD-ROM (the CD-ROM drive was changed from the eject tray to the slot loading) and a sensible upgrade to 512 MB of RAM.

FireWire ports also allowed ordinary consumers to connect digital video cameras to their computers and also transfer large files. Until Thunderbolt was introduced, FireWire ports were an important part of Apple computers.

It featured the new iMovie software, marking the move to make video editing accessible to everyone. Packed with QuickTime, the software allowed users to import and edit videos directly on the computer – in his demo, Steve Jobs imported raw footage onto an iMac DV and edited it with a few transitions in a few clicks. Burning to DVD was not yet an alternative, but they could be exported to the computer, back to the camcorder camera (and a VHD recorder) or published online.

Aqua

In 2000, during Macworld Expo in San Francisco, Steve Jobs unveiled a new graphical interface for the MacOS: Aqua. As its name suggests, the interface is based on the water theme, with drop-shaped buttons, use of transparencies and reflection effects. At first, Aqua was designed to complement the look of the iMac and Power Mac models G3 and G4.

Two of its main features were the gel-shaped buttons that control the windows (the red, yellow and green buttons to maximize, hide and maximize the screen) and the Dock, which would facilitate navigation, features still present in the company's operating systems. Apple. There was a jump in Aqua's interface to its predecessor, considering Apple had been conservative up until then, adding few colors and basically keeping the same UI.

Power Mac G4 Cube

Launched at the 2000 Macworld Expo 20 years ago — it turned two decades old on July 19 — Steve Jobs promised the coolest computer in history. With the promise of combining the elegance of a iMac and the performance of power mac g4 at a quarter of its sizes, in the shape of a cube, the product, which lasted only a year on the market, divided opinion.

Many consumers have reported cracks in the clear plastic wrapping the machine. The computer also overheated because it didn't have a fan and worst of all: the price wasn't that competitive (you paid more for design than performance, making it more cost-effective to buy a Power Mac G4 or iMac of the time, not to mention that it had very limited upgrade potential).

PowerBook G4

The only product announced in 2001 by Steve Jobs for a moment One more thing of Macworld Expo was the PowerBook G4, the last Apple notebook to use the PowerPC processor. In Titanium model, it would be the “most revolutionary laptop computer ever created”, in addition to being the thinnest and sexiest laptop ever created, in a combination of design and processing.

Some features contributed to its lightness: weighing less than 2,5 kg, made of titanium, it was 1″ tall — 0,7″ less than the previous line of notebooks, the PowerBook G3 –, slot-loading DVD drive (no tray, same system as car CD players) and a 15,2″ screen, with wide and native resolution of 1152 x 768.

Another outstanding feature was the possibility to edit videos, bringing iMovie pre-installed or installing Final Cut.

iMac G4

Announced by Steve Jobs in 2002, during the opening of Macworld San Francisco, Apple reinvented the iMac, released 4 years ago. The light, thin and airy design, reminiscent of a “lamp lamp” – and that didn't even look like a computer – impressed and surprised, especially in an era dominated by CRT monitors and tube TVs. The main reactions were of strangeness and at the same time of fascination, mainly with the fact that a computer could be practical and beautiful, winning awards around the world.

The iMac G4 was the first to feature an LCD flat panel, with the same resolution as the 15″ Apple Cinema Display, but with superior clarity and brightness. It was the culmination of the Digital Hub concept that Steve Jobs presented before its launch, being fast, smoothly running a DVD — the main way to watch your favorite movie at the time, before the disruption of the streaming in the entertainment market, it's good to remember — and having ease of use.

Windows compatible iPod

With its launch in 2001, the iPod turned Apple into a technology brand, a box to carry “1000 songs in your pocket”. Who doesn't remember the click wheel below the screen and still having a FireWire port?

"A nice feature for Macintosh users, but for the rest of the Windows world, it makes no difference."

PJ McNealy, a market consulting analyst at Gartner Research, in an interview with The New York Times

Steve Jobs' other announcement in 2002 allowed the iPod to go beyond Apple computers. At Macworld that year, the revolution also opened up to users of Windows.

power mac g5

O PowerMac G5 was released at WWDC 2003. However, the computer's specs were leaked a few days before Steve Jobs' announcement, posting on Apple's website. Jobs joked in his speech at the One more thing that it was a case of “premature specification”.

The computer was the first desktop to use a 64-bit PowerPC 970 (G5) processor — which was developed by IBM and Apple — running at speeds of up to 2 GHz, making the computer up to 21% faster than a PC. with Pentium 4 and 41% faster than Dual Xeon workstations, the competition at that time, allowing Apple to call the Power Mac G5 the fastest personal computer at the time.

The anodized aluminum alloy cabinet is built with 4 thermal zones for airflow management, allowing for temperature and power monitoring.

4″ PowerBook G12

Still in 2003, Apple launched a new model of the PowerBook G4 with a 12″ screen at Macworld Expo in San Francisco. Steve Jobs joked that he would have a one more small thing (one more little thing, in free translation), with the announcement of an ultra compact notebook, super complete and lighter Apple portable computer, featuring the same components as its 15″ and 17″ brothers — there were slight differences, such as not coming with the backlit keyboard .

The classic, clean aluminum design also drew attention at the time, unlike the previous titanium models with a black keyboard – the keyboard color was changed to match the silver color of the body, something that would later predominate in the next generation of MacBook Pro.

Wireless Keyboard and Mouse

In September 2003, during Apple Expo Paris, Steve Jobs announced his first wireless keyboard and mouse.

O apple wireless keyboard and apple wireless mouse they had bluetooth and an AFH (Adaptive Frequency Hopping) technology, which would eliminate interference with other devices and wireless networks and devices.

https://youtu.be/sdqMvEZTxlI?t=107

colorful iPod mini

Steve Jobs launched the iPod mini at MacExpo World 2004. The moment of One more thing in its presentation it was used to complement that, in addition to the silver version, the music player would also be available in gold, blue, pink and green colored versions, all in aluminum.

The iPod mini was a smaller and thinner iPod than the 3a. generation of iPods, launched in 2003. So it had less storage space — 4GB instead of the previous generation's 6GB. It was the first iPod model to have the click-wheel, touch-sensitive for easy navigation and that would continue in the iPod's design.

Apple Cinema Display 30″

At the 2004 WWDC in San Francisco, Steve Jobs announced new versions of his 23″ (1920 x 1200) and 20″ (1680 x 1050) monitor, in an aluminum body to match the Power Mac and Power Books, reducing the side edges to be narrower, having two FireWire inputs and two USB inputs, an adjustable hinge to tilt the monitor and migrating to the DVI input, allowing connection to Macs and Windows.

But the high point of stevenote — as Steve Jobs’ presentations were also known — was reserved for the big star of the moment. one more thing: he announced “the biggest high-resolution computer screen ever” — including referring to the moment as “the huge day in the history of big” (a great day in the history of the great, in free translation).

The new monitor LCD it had 30″, wide format and a resolution of 2560 x 1600 pixels. Unlike today, it is worth remembering that at the time there was little competition for big screens. Dell, for example, announced its own 30″ equipment in CES from 2006, the UltraSharp 3007WFP. Until then, the Viewsonic offered a 3840 x 2400 model, the VP2290b since 2002, but its price was not competitive at all — $7000,00.

iPod U2

The iPod U2 was announced by Steve Jobs in October 2004 during a special Apple music event. The release was one of the initiatives between the Universal record company and the band U2, including, for example, the commercialization of the group's complete discography with 400 songs gathered in a digital music box on iTunes.

The model had the same technical specifications as a 4th iPod. Generation. The difference is that it was black with a click-wheel red and came with the band members' signatures on the back.

iPod shuffle

At the 2005 MacWorld Expo at the One more thing this time, Steve Jobs presented the iPod Shuffle: A much smaller version of the iPod mini—according to Apple's press release at the time, smaller and lighter than a pack of gum.

Its design was intended to be a differentiator from other models on the market, which were not rechargeable and did not have a very friendly user interface, which made it difficult to search for music, according to Steve Jobs during his announcement. Therefore, it was built around the way Shuffle, which randomly selected songs from the user's library or playlist, so no one had to go to the trouble of searching for songs.

he was the first iPod to use flash memory and could be 512MB or 1GB. Without a screen, it was presented as a low-cost alternative to other iPod models.

TV Shows on iTunes

In the early 2000s, digital video consumption was on the rise. Apple itself was selling more Macs, broadband internet was booming, and iTunes was selling music videos, Pixar shorts, and Disney TV shows. The computer seemed to become a place to “relax” and watch videos. That's when Apple started turning more and more to video.

In 2005, at a press conference, Steve Jobs announced that the iTunes 6 would start selling TV shows. In a world without so many platforms streaming like today and with more linear TV entertainment, this would allow people to be able to watch their TV shows on any device they want, as well as being able to buy one more type of content, as well as video podcasts, Pixar shorts and video clips.

O One more thing was considered by Jobs to be Act 3 of the event. Steve Jobs started the press conference by breaking it into three acts, just like any great classic story.

In the first act, there was the announcement of the iMac G5, with a webcam iSight built-in, the FrontRow and apple remote control, to provide a new media experience to the user, easily browsing and watching music, movies and video. The idea is basically what a SmartTV does today: watching different types of video from a few meters away, making the Mac work like a “room with TV”.

In Act 2, Steve Jobs revealed the 5th. generation of iPods, available in black and white, had a wider, color screen, allowing you to watch TV shows, video podcasts—and later, full-length iTunes movies.

MacBook Pro

At MacWorld 2006, Steve Jobs retired the PowerBook notebook lineup and replaced them with MacBook Pro, Apple's laptop computer line that continues to this day.

The MacBook Pro Early 2006 was the first portable Mac to be based on an Intel processor, the Intel Core Duo, with an aluminum case, weighing 2,5 kg, and like the iMac G5 the year before, built-in iSight, Apple Remote and the Front Row program. It also came with the MegaSafe magnetic power connector, designed especially for the notebook lineup.

In his presentation, Steve Jobs emphasized the importance of performance per watt, a hallmark of the transition between PowerPC chips and Intel x86 chips, making Apple computers faster and more energy efficient. Second 8-bit Guy test, the computer consumes 355W of power, very close to a small heater, while a Mac Mini Core Duo with Intel processor is faster and consumes a maximum of 33W.

Apple TV

Still in 2006, in an event called It's Showtime!, Steve Jobs adapted the classic One more thing to a one last thing (one last thing, in free translation), before announcing the preview of the iTV — later to be called Apple TV when the product was launched in 2007, also marking the formal start of Apple's TV ambitions. The company has been trying to do something big in the TV area for more than a decade, a trajectory marked by changes in strategies, corporate disagreements and failures in negotiations with telecommunication operators and content providers. His biggest impulse was when announced Apple TV+ and other news in March last year.

It was the first time Steve Jobs had pre-announced an Apple product that would be available for sale just months later.

The set-top-box, which looked like a Mac Mini, would allow streaming of iTunes content such as movies, music, TV shows, photos and podcasts to your living room TV. It had a component video output, optical audio, an HDMI port and stereo audio RCA outputs. The then iTV would be controlled by the same remote that came with the Macs and would come with an updated version of Front Row, but with slight differences.

Safari on Windows

Apple wanted to increase the market share (market share of a product, in free translation) from the browser safari.

Steve Jobs announced at the 2007 WWDC a system version of Safari Windows.

2008 MacBooks

In a special event in 2008, focused on notebooks, Steve Jobs made important announcements, confirming the rumors at the time that Apple would update its notebook lines, as happened with the MacBook Pro 17 ″ and MacBook Air. Also introduced were the new MacBook Pro 15 ″ and 24″ LED Cinema Display, which would match the new MacBook family.

The moment of One more thing was reserved for the new MacBook, as it was the best-selling Mac of all, as Steve Jobs said at the event. The new MacBook would feature the three biggest features users said they wanted in the notebook — all-metal cladding, high-performance 3D graphics (with the new NVIDIA GeForce 9400M processor) and LED-backlit displays.

They started to be made from a single block of aluminum, a brand present in the family of Macbooks to date, replacing all the parts that were needed to make a notebook, making it thinner. Another strong point was the great trackpad, which offered almost 40% more touch area than before as the entire surface of the trackpad is one key, allowing users to switch applications, rotate and right-click very easily.

They also followed environmental standards that made them the greenest notebooks on the market, according to Apple, such as avoiding the use of PVC-free cables and internal components and using monitors. LED mercury-free energy efficient.

iPod nano (5th Generation)

In September 2009, at a special music event, Steve Jobs announced new iPods. It was his first appearance at an event of the Apple in approximately 1 year, being cheered when he appeared on stage for almost 45 seconds, after being away for 6 months to take care of his health. Its last appearance at an event was when it unveiled the new MacBook lines on October 14, 2008.

No One more thing, it was time to reveal the biggest update of the iPod Nano: The digital music player would be slimmer, it would have a camera and a speaker.

At the time, digital cameras Flip were in fashion and certainly include a camera in iPod nano it was a way of competing with them. Over time, smartphones were gaining ground and taking over the functions of iPods in general and digital cameras Flip, that are no longer manufactured by the Cisco em 2012.

FaceTime

No WWDC for 2010, Steve Jobs presented in a practical way what would be the announcement of the moment One more thing: FaceTime, new app for iPhone 4. He called Jony Ive, who appeared on the auditorium screen, revealing the company's video-calling technology. Apple to the world.

Apple TV (2nd Generation)

Still in 2010, at a special Apple music event, Steve Jobs presented the 2a. generation of Apple TV, in a much smaller version than the 1a. generation — fit in Jobs' palm, nearly a quarter the size of the 1st. generation - including applications such as Netflix, YouTube e Flickr, allowing users to stream content and movies from places other than iTunes alone. Over time, other content providers were added such as Hulu, Amazon, HBO, and most major TV channels and networks.

The Apple TV changes were a way to popularize it, starting with the price, which reached the market at $99. Steve Jobs showed in his presentation that users who had Apple TV were looking for professional movies and TV shows, all in HD, renting or buying them at cheap prices and without having to make a backup control, in addition to a silent device. and small to turn the TV into an entertainment hub.

That's when movies for rent at $4,99 and episodes from channels like ABC, ABC Family, Fox, Disney Channel and BBC America for $0,99 appeared. iTunes movie rental was only available in the United States, Australia, Canada, France, Germany, Ireland, New Zealand and the United Kingdom. HD TV program rental was only available in the United States. Apple TV was not on sale in Brazil, arriving a little late, as was the Brazilian iTunes Store in December 2011.

MacBook Air

At an event called Back to the Mac in 2010, Steve Jobs unveiled the 2nd. generation of MacBook Air.

Although Steve Jobs took the first-generation MacBook Air out of an envelope when he introduced it, the 2nd. generation was even lighter and smaller due to flash storage, taking up to 90% less space and serving as a model for all the ultrabooks that would come later on the market.

Like iPads, MacBook Air would have solid-state storage, longer battery life, and lightweight construction, ensuring speed and mobility, a hallmark that remains in the industry. current models.

iTunes Match

At the 2011 WWDC, the last One more thing made by Steve Jobs, who would die a few months later. iCloud was introduced as a set of free cloud services, storing content that could be sent to all your iPhone, iPad, iPod touch, Mac or PC devices, making it easy for you to sync and update information across all devices automatically per connection. wireless and ending the idea that the computer was a hub of our lives, with photos, music and content. By storing files in the cloud, it would be possible to wirelessly access everything anywhere.

O One more thing reserved the high point: the iTunes Match, a feature that would cross-reference your devices data with the files available for sale on iTunes, syncing your music to all your devices as it stores your entire music library in your iCloud. If the file on your computer is of low quality, Apple offers you a DRM-free (no copying restrictions) file that is 256 kpbs, meaning a music track recorded from a CD would count to iCloud as if it had been purchased.

When the platforms streaming music providers like Spotify were still in their infancy, a service that could pull together all the music saved on your computer or from all the CDs you had and make it accessible on all your devices, really sounded amazing! But with the consolidation of music subscription services, offering large catalogs at attractive prices, it started to lose its meaning.

Apple Watch

around the One more thing happened years later, in 2014, and it was up to Tim Cook, a replacement chosen by Steve Jobs shortly before his death, resume the tradition. At the special event, which also announced the Apple Pay, iPhone 6 and iPhone Plus, it was time to enter the market for w (wearable devices, in free translation) and announce the first major product after the Jobs legacy that marked a lot: the real beginning of the “Tim Cook era”, the company’s first foray into the wearables business – the next would be the AirPods – and the first new category of devices launched by the company after the “Steve Jobs era”.

According to Apple, the Apple Watch it would be the apple's most personal device, created to be worn on the body and dissolving the boundary between the physical object and the user interface, becoming almost an extension of the body. After all, he is there, participating in every moment of your day: you can receive email and message notifications on your wrist and even respond to them, bringing your wrist closer to your mouth and even know your heart rate.

His great demand to help with physical activities made him take off the iPhone and gain more and more fans, confirming one of the trends of the time that the health and fitness area was one of the most promising in terms of technology. Its numerous sensors, such as a pedometer and other indicators focused on health and physical activities, allow you to measure your body's movement (with the help of an accelerometer) and even notice how far you've walked with the help of GPS and iPhone Wi-Fi, for example.

At the time of its release, there was a lot of anticipation as to how this release could mess with the w and other competitors' smartwatches, an industry still in the making. Today the Apple Watch managed to dictate trends in its category and even anticipate trends that would appear on the iPhone, such as the OLED screen and the absence of a headphone jack.

Apple Music

During WWDC 2015, Tim Cook used the One more thing to announce that the Apple was entering the streaming battle, with CD and mp3 becoming increasingly behind and listening online gaining space, revolutionizing the music industry.

O Apple Music had the proposal to be an internet music service, bringing together all the ways to listen to music in one place: radio — the service gained three new radio stations this month –, connection with artists, songs by streaming ou offline and with music curated by subject matter experts. The Tim Cook era has been marked by Apple's investment in services, which in addition to streaming of music, includes Apple TV +.

Currently, the Apple Music already has 60 million subscribers around the world, being the second largest streaming of music on the market. Only in the United States has he achieved the feat of overtake Spotify in number of subscribers.

iPhone X

In 2017, Apple released the iPhone X during the moment One more thing from Tim Cook's presentation at the Steve Jobs Theater, celebrating 10 years of the iPhone. were also launched on the same day the iPhone 8 and 8 iPhone Plus.

According to Apple, the iPhone X came to mark the next decade of the iPhones, as in 2007, its arrival revolutionized the cell phone market. OLED screen (first iPhone to have one) and the fact that it occupies the entire face of the smartphone (except for a part in the upper front area with sensors, audio output and camera), and also, its camera were the strengths of the device.

The change in Design was radical: to make it more ergonomic and easier to hold, it ended up losing the mark of every iPhone, the start button, or Home button. The unlocking of the cell phone started to be done by the facial recognition technology called Face ID. Many had difficulty at first, as there is a need to look directly at the front camera to unlock the iPhone X.

Sources: 512 Pixels | Cult of Mac | Macworld |Macworld | The Verge | Engadget | The Verge | Cult of Mac | Macworld | Wired | CNet | Apple | Engadget | 9to5mac | QZ | The Verge | Mental Floss | streaming media | Apple | Apple | Apple | Apple | The Verge| Apple | Apple | Engadget