Like Columbo letting his suspect ever-so-briefly think he's pulled a fast one on everyone's favorite gumshoe, Steve Jobs too liked to feign to the audience that his "Stevenote" was over, only to throw in a "one more thing" before unveiling some new product or service Apple was about to roll out.
It's a testament to the sheer number of ubiquitous products Apple devised while Jobs was CEO, commitment to a bit, and the rakes-in-the-face-are-funny-then-aren't-and-then-are-again-theory-from-The-Simpsons' validity.
Jobs pulled this on his captive audiences 23 times while living, and an additional two times after he passed away in 2011 thanks to archival footage/computer magic. He'd probably dig that.
David Matthews operates the Wayback Machine on Fusion.net—hop on. Got a tip? Email him: firstname.lastname@example.org