The turtleneck and the "one more thing" came from Steve Jobs. The engineer-in-charge, the staging doctrine and the price rise came from three men most Apple coverage forgets.Apple has had eight chief executives, and the coverage of 9 September counted two. Every account of John Ternus's first keynote reached for Steve Jobs within a paragraph, which the burgundy turtleneck and the "one more thing" made easy enough to do. Both echoes were real. Both were also the least interesting borrowings on the stage that morning. Ternus spent about a minute in the Steve Jobs Theater, welcomed the room and handed the next 70 minutes to a pre-recorded film. Jobs kept that job for himself across his whole career. He then talked about at a length Tim Cook would have cut. He put a $100 rise on the Pro iPhone and opened a tier above it at $1,999. Each of those moves has a precedent inside Apple, and the men who set them ran the company before Jobs came back and after he first left. One of them wrote Apple's marketing doctrine in 1977. Another grew Apple from $600 million to $8 billion and lost the market doing it. Ternus reads less like a Jobs tribute act once all eight names enter the comparison, and more like a careful borrower.About The AuthorAt heart, I am a storyteller drawn to the watershed moments that bend the technology landscape. I braid narrative with data, humanise statistics, and trace the arc from first spark to world-changing impact. My reportage, features and reviews are witty, sardonic, visual and vivid, using anecdote to illuminate rather than eviscerate.