Apple's famous "one more thing" returned as John Ternus unveiled the iPhone Duo, giving his first event as CEO a crowd-pleasing echo of the Steve Jobs era.
Ternus appeared ready to close the event before pausing to deliver the familiar phrase. The Steve Jobs Theater audience immediately erupted as the presentation turned to Apple's long-awaited foldable iPhone.
Steve Jobs made "one more thing" synonymous with Apple's biggest surprises, using it to introduce products and features the company deliberately held until the end. Tim Cook later revived the line sparingly for major launches, including Apple Watch and iPhone X.
The choice placed iPhone Duo at the top of Apple's product hierarchy from its first public appearance. The device was also a decade-long passion project for Cook before Ternus helped push it across the finish line.
For Ternus, the moment blended continuity with a clear statement about his new era of leadership. He borrowed one of Apple's most recognizable traditions while using it to frame iPhone Duo as more than another annual update.
