In 2022, Apple had a special event in March to showcase the new Mac Studio and also to introduce two new colors for the iPhone 13, a new iPad Air, and a new iPhone SE.Īlso, in 2020 we had a special event in September that introduced the Apple Watch 6, Apple Watch SE, an iPad Air, and entry-level iPad, alongside the new service Apple One. The Scary Fast event in 2023 was a surprise event as well And that's definitely obvious with the 2024 iPad event scheduled for May, although Apple has never unveiled an iPad in the month of May. The fact that the 'One More Thing' tradition seems to have ended in 2017 doesn't mean that suddenly Apple doesn't like to surprise us anymore. However, we haven't had a new 'One More Thing' since 2017.

This shows that Apple, or at least Steve Jobs, did like to provide its fans with a nice surprise product. Check out all the Apple 'One More Thing' announcements here thanks to the YouTube channel who got them all in one 52-minute-long video.Products unveiled under this tradition include the iPod Mini in different colors, a MacBook with a metal enclosure in 2008, FaceTime (during WWDC in 2010), the first MacBook Air (which was introduced as a 'Mac meets the iPad' type of device in 2010), the first Apple Watch in 2014, and the iPhone X in 2017. After that, it became a tradition to have a big product or service unveiled as 'One More Thing'. The first product that was announced as 'One More Thing' is the AirPort - a wireless router.

What 'One More Thing' stands for is Steve Jobs' practice of announcing a pretty big thing at the end of a keynote, when everybody expects the event to be over. Basically, that's a traditional Apple surprise unveiling and dates back to 1999. If you're a longtime Apple fan, you have probably heard of the catchy phrase 'One More Thing'. Steve Jobs was the person who started the 'One More Thing' tradition

In 2023, we didn't get a release that broke the 'one release every year' cycle that's been on since 2017. We see a shift of release dates towards the fall in the last four years and rather hectic releases previously. Now, let's glance at the normal iPad and the iPad mini, just to gain some more context. Quite the fun ride, I might add! Based on just that apparent randomness alone, it makes sense to see the iPad Pro right now, in May, although Apple has never unveiled an iPad in May. We have three fall releases, two spring releases, and one summer release during WWDC in 2017.

Apple 2018 wwdc announcements