Elizabeth Renstrom for TIME
September 4, 2015 1:25 PM EDT

Any Apple fan knows that the company’s keynotes aren’t just about the products being unveiled — it’s about the way Apple does it.

Apple’s late co-founder and former CEO Steve Jobs had a reputation for captivating the audience during big events and announcements.

The phrase “one more thing” became famous because of Jobs’ tenancy to surprise the crowd with another announcement after the keynote was expected to be over.

Here’s a look at some of the greatest moments Apple has had on stage so far.

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