Stevenote

"One more thing" redirects here. For the song by Zion I, see Deep Water Slang V2.0.

Steve Jobs introduces the Macbook Air during his keynote at Macworld 2008

"Stevenote" is a colloquial term for the keynote speech given by former Apple CEO Steve Jobs at events such as the Worldwide Developers Conference and previously the Macworld and Apple Expos. Jobs' vibrant speaking style and manner of exciting the crowd is often referred to as inducing a "reality distortion field". Because most Apple product releases are first revealed to the public in these keynotes, 'Stevenotes' often cause substantial swings in Apple's stock price.

Jobs most recently gave a Stevenote on June 6, 2011 in which he announced iOS 5 and iCloud, as well as that Mac OS X Lion would be released in July on the Mac App Store for $29.99.

History

In 1997, Apple purchased NeXT and Steve Jobs returned to Apple after a 12-year hiatus following his forced resignation from the company in 1985. That year, he gave a keynote address in which he presented a detailed report on the company's status. The keynote featured an appearance by Microsoft CEO Bill Gates by satellite. Jobs announced a partnership with Microsoft comprising several key agreements that, according to Jobs, would benefit Apple and allow it to recover from its prolonged decline during the early and mid 1990s. Two major announcements were made during the keynote: first, that the next major release of Microsoft Office, Office 98, would be developed for the Macintosh, and second, that Microsoft's Internet Explorer web browser would be the default browser on all Macintosh computers. Despite heckling from the audience, Jobs explained why the partnership was favourable to Apple:

The era of setting this up as a competition between Apple and Microsoft is over, as far as I'm concerned. This is about getting Apple healthy, and this is about Apple being able to make incredibly great contributions to the industry to get healthy and prosper again.

Since then, Jobs has given keynote addresses at various trade expositions and conferences at least once a year, during which he announces updates to current Apple products or demonstrates new products and services. Nearly every major product upgrade or announcement during the last ten years has been made during a Stevenote. Among the products announced in Stevenotes are the original iMac all-in-one desktop computer in 1998, the clamshell iBooks in 1999, the Mac OS X operating system in 2000, the iPod music player in 2001, the iPhone smartphone in 2007, and the iPad tablet in 2010.

The "Stevenote" Address

Format

Stevenote addresses have usually been given at major trade expos. In the past, these have included the Macworld Conference & Expo and the Apple Expo. However, Apple has stopped exhibiting at both expos. As of 2010 the Worldwide Developer's Conference, organized and held by Apple itself at the Moscone Center in San Francisco, is the only major conference at which Apple exhibits and at which Jobs delivers a keynote address. In recent years, Jobs has given his Stevenotes in an auditorium at Apple's corporate campus. These Stevenotes, in contrast to those presented at the large trade fairs attended by Apple in the past, are by invitation only and are attended only by a relatively small number of journalists, employees, and guests. Similar Stevenotes have also been held at the Yerba Buena Center for the Arts like those for the introduction of the iPad in 2010 and Apple's "Rock and Roll" iPod event in 2009.

Jobs is known for donning the same uniform in nearly every keynote. His outfit usually consists of a black long-sleeved mock St. Croix turtleneck, Levi's 501 blue jeans, and New Balance 991 sneakers.

Notable product introductions by Steve Jobs

1998

iMac and PowerBook G3 (he also used "one more thing" to announce Apple's return to profitability)

1999

iBook, QuickTime TV and AirPort wireless service

2000

Mac OS X

2001

iPod and iBook G3

2003

Xcode

2004

iPod mini

2005

Mac mini, iPod shuffle and iPod nano

2006

the first Intel-based Apple computer, the iMac Core Duo and the MacBook Pro

2007

Apple TV, iPhone and iPod classic

2008

MacBook Air, iPhone 3G, and second generation aluminum 13" MacBook and 15" MacBook Pro notebooks

2009

iPod touch 3rd generation, the 5th generation iPod nano, and multi-color iPod shuffles

2010

iPad, iPhone 4, and revised versions of iPod shuffle 4th generation, iPod nano 6th generation, iPod touch 4th generation, Apple TV 2nd generation (As "one more hobby") and MacBook Air

2011

iPad 2, Mac OS X Lion, iOS 5 and iCloud

"One more thing..."

An archetypal Steve Jobs Keynote starts with Jobs presenting sales figures for Apple products, and a review of Apple products released in the past few months. He then moves on to present one or more new products of moderate importance. After that, he feigns some concluding remarks, turns to leave the stage, then turns back and says "But there is one more thing...". Usually the audience has some idea as to what product will be unveiled due to the Apple rumors community, but this is not always the case.

Some of the products which were revealed as "But there's one more thing...":

• The AirPort base station and AirPort card after the iBook was introduced in Macworld Expo 1999
• The PowerBook G4
• The PowerMac G5 at WWDC 2003.
• The fifth generation iPod with video, announced at a press conference self-referentially titled "One more thing..."
• The MacBook Pro (at Macworld Expo 2006).
• The iPod Shuffle
• Introduction of selling movies via the iTunes Store in September 2006; a second "One more thing" in the same presentation also unveiled an upcoming product dubbed iTV (renamed to Apple TV at Macworld 2007). A third "One More Thing" was the lead-in to introduce a live performance of the song "Waiting for the World to Change" by John Mayer at the conclusion of the presentation.
• Introduction of Safari for Windows beta
• The iPod touch
• The MacBook Air
• The wireless version of the iTunes Store on the iPod touch and iPhone
• The new MacBook was introduced in October 2008 after the new MacBook Pro was introduced.
• Though Steve Jobs did not present his Macworld 2009 keynote, Phil Schiller introduced the DRM free iTunes Music Store as a "one last thing".
• The announcement of a video camera and speaker in the fifth generation iPod Nano at the Apple Music Event in September 2009
• FaceTime video calling for the iPhone 4 at WWDC 2010
• A revised Apple TV
• A revised MacBook Air in October 2010
• The iTunes Match service at WWDC 2011

See also

• Steve Jobs
• Macworld Expo
• Worldwide Developers Conference

Further reading

• Gallo, Carmine (2009). The Presentation Secrets of Steve Jobs. McGraw-Hill Professional. ISBN 978-0-07-163608-0-6. {{cite book}}: Check |isbn= value: length (help)

External links

• Latest Keynote Videos Available at Apple.com
• Official Apple Keynotes Video podcast
• Apple Expo Paris Keynote 2003 (Pictures)
• Macworld Keynote Movies from 1997–1999
• Ars Technica's WWDC 2006 keynote bingo blog post - follow-ups 1, 2 and results,
• Keynote Bingo game application created by Mac enthusiasts for WWDC 2006. Updated for MWSF 07, WWDC 07, MWSF 08 and WWDC 08.