One More Thing ⇥ randsinrepose.com

Michael Lopp:

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.