My point is that Steve would make us enthusiasts by tapping into are love for anticipation. But maybe "one more thing" just doesn't have the same ring to it without Jobs, who died Wednesday after a long struggle with pancreatic cancer. He and I went to college together and landed at different parts of Apple. As an Apple employee once told me, when an Apple product idea is “leaked” before its official presentation, then when the actual presentation comes, the stock price can take a pretty significant hit from it not living up to (mythological) expectations. Just when it appeared that Steve was done with his presentation, he’d stop, look confused for a moment, raise one finger, and say, “Wait, you know, we have one more thing.”. Imagine this: you’re sitting in your living room with some friends and for some bizarre reason you’ve never seen The Empire Strikes Back, so you’re fixing this nerd travesty by watching it. What are your thoughts on that? ©2020 Or iTunes no longer has DRM. Hey, yeah, so, by the way, the MacBook Air no longer sucks. The MacBook Pro marked Apple's switch to Intel processors -- almost unthinkable at the time -- but the company stuck with that decision to this day, with great success.
Managing Humans: Tales of leadership from the Silicon Valley.
Steve Jobs, already very ill, was absent from the conference, and the surprise announcements at the end of most events (which were often just as exciting as the main announcements) were his trademark move.
Every week for several years, I’d have lunch with Shane at the mothership. Apple later continued to launch very compact and light laptops, which culminated in the form of the MacBook Air. When did secrecy and theater become part of Apple? This sense of theatre extended to how he’d show off new products to Apple board members or the lucky few who got a sneak preview. Whoever wrote the Steve Balmer comment above deserves some sort of award.
The arc is now familiar: state of the business, preamble to the announcement of the product, actual product announcement, wrap-up of that announcement, repeat as necessary, wrap up the whole damned thing, and… then… sometimes… One More Thing. I also wonder how come they achieve effective collaboration between different groups with this culture? Secrecy at Apple is part of its DNA. Thanks!
However, it's a good time to remember some of the nice surprises Jobs gave us over the years. Since Steve returned to Apple, an essential part of the keynote was the anticipation of the unexpected, and that means aggressive and invasive secrecy. Watch and share Steve Jobs "One More Thing..." Complete Compilation (1999-2011) GIFs on Gfycat Anticipation of new products is a hard thing to create in the information age.
Spilling the beans can literally cost the company (or more specifically, its shareholders) millions. Oh my god.
Quite a big device to be announced as a "one more thing," the G4 Cube was a PowerPC-based compact personal computer, considered to be an expensive but extremely stylish machine. A moment of justice perhaps.
Of course Steve was a great showman and storyteller. Jobs confirmed the specs and said it was a case of "premature specification," much to the audience's amusement. Funny thing: I went to see The Empire Strikes Back with my brother in 1980. I didn’t know Jesus was an Apple fanboy. Daily.
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