Apple · Samsung · The Atlantic Technology
Steve Jobs tapped the catchphrase to introduce the original iPhone in 2007
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In his 15 years running the company, Tim Cook deployed it only a handful of times, including before his 2014 announcement of the Apple Watch.
Key facts
- Earlier this year, Apple agreed to pay $250 million to some iPhone 15 and 16 customers over claims that it had falsely advertised the AI capabilities of those devices
- In his 15 years running the company, Tim Cook deployed it only a handful of times, including before his 2014 announcement of the Apple Watch
- The new iPhone 18 Pro and iPhone 18 Pro Max—the ones that don’t fold—offer “the longest battery life in iPhone history and the most advanced pro-camera system ever,” the company said
- Steve Jobs used the catchphrase to introduce the original iPhone in 2007
Summary
Nothing quickens the pulse of an Apple fan more than these three words: one more thing. This is the iPhone Duo, a foldable gadget that opens like a book to reveal a capacious 7.6-inch screen. And foldable smartphones have been on the market since Samsung popularized the category, in 2019. Apple also announced several other devices today, all pitched in superlative terms by executives to obligatory applause. Apple may have once captured people’s imagination. On top of its hardware sales, the tech giant is raking in subscription fees to Apple Music, Apple News, Apple TV, iCloud, and more. Ternus, an engineer who led Apple’s hardware division, arrives with the promise of reviving the company’s penchant for creativity.