The secret significance behind every Apple event name has been revealed since 2001.

In Apple Events, Steve Jobs established the norm for product launches. His keynote talks became so well-known that admirers dubbed them "Steve Notes." Apple now sends colourful invitations to press members for future events, with a tagline suggesting what's to come.

These indications are frequently evident, occasionally ambiguous, and devoid of discernible meaning. And Apple never states, "This is what we meant with our smart tagline." So it's up to us to deduce what the clues meant after the event.

We've compiled all of the taglines from Apple Events from 2005 to show you what the clues were, what products were presented, and to try to explain what Apple was presumably thinking.

NOTE:

This article is only available at Apple Events. Product announcements from WWDC and Macworld are not included.

Section I: Table of Contents

'Hint: It's not a Mac,' October 23, 2001

'1000 music in your pocket' altered everything on September 7, 2005. 'Here we are again.'

'One more thing...' October 12

October 19: 'We unveil Apple's latest pro advancements.'

'Come see some great new Apple products,' says Steve Jobs on February 28, 2006.

September 12: 'It's Showtime'

'The first 30 (thirty) years were just the beginning,' January 9, 2007.

April 15: 'Lights Camera Apple'

'The Beat Goes On,' September 5

'Let's Rock!' September 9, 2008

'The spotlight shines on notebooks' on October 14

September 9, 2009: 'It's just rock and roll, but we like it.'

'Come see our latest masterpiece,' says the sign on January 27, 2010.

'Get an early glance at the features of iPhone OS 4.0' on April 8

September 1: No slogan, just a guitar in the invitation.

'Back to the Mac,' October 20

2011 March 2: 'See what 2011 will be about.'

October 4: 'Let's talk iPhone.'

'It's almost here,' says September 12, 2012.

'We've got a bit more to show you,' says October 23.

'This should improve everyone's day,' says the author on September 10, 2013.

'We still have a sea to cover,' says October 22.

'Wish we could say more.' September 9, 2014

'It's been way too long,' says October 16.

'Spring Forward on March 9, 2015

'Hey Siri, give us a hint,' September 9

'Have us include you in the loop, March 21, 2016.

'See you on the 7th,' says September 7.

'Hello again,' October 27

'Let's meet at our place,' September 12, 2017

'Let's go on a field trip,' March 27, 2018.

'Gather round,' September 12.

'There's more in the works,' says October 30.

'It's showtime,' says 2019, March 25.

'Only through invention,' says September 10.

'Time flies.' September 15, 2020

'Hello, Speed.' October 13

'One more thing,' November 10.

'Spring Loaded,' April 20, 2021

September 14: 'California streaming.'

'Unleashed' premieres on October 18.

2022

'Peek performance' on March 8

2001

'Hint: It's not a Mac,' October 23

While the tagline tradition began in earnest in 2005, we'd be negligent if we didn't highlight one of Apple's most iconic events: the debut of the iPod. This product, more than any other, laid the groundwork for what Apple will do during Jobs' second tenure.

In retrospect, the tagline "Hint: It's Not a Mac" clearly indicates that the corporation would delve into the previously uncharted area.

What was declared:

  ipod

2005

'1000 songs in your pocket changed everything,' said the iPod on September 7, 2005. 'Here we are again.'

Apple's iPod marketing campaign used the phrase "1000 songs in your pocket." The clear reference to the 2001 tagline suggested that a substantial advancement in iPod technology was on the way.

What was declared:

Nano iPod

ROKR by Motorola (iTunes Phone)

'One more thing...' October 12

"One more thing," in Apple parlance, is the closing portion of a keynote. In the context of this Apple invitation, it could simply be a nod to the catchphrase. However, the inclusion of the iPod Video (later the iPod Classic) in the announcements could be seen as "Here's another iPod," considering the last Apple Event was also iPod-related.

What was declared:

iMac iPod Video (with iSight)

6th edition of iTunes

'We unveil Apple's latest pro advancements on October 19.'

This is one of the most evident. Apple demonstrated its high-end line of professional PCs. The Apple PowerBook was announced for the last time at this presentation before the firm discontinued it the following year.

What was declared:

PowerBook Aperture (with high-res display)

G5 Quad Power Mac

2006

Power Mac G5 Dual 2006, February 28: 'Come see some great new Apple items.'

This invitation phrase is lacking in nuance. Existing product lines were upgraded at this event.

What was declared:

iPod Hi-Fi \sMac mini Core Duo

'It's Showtime,' September 12

The "Showtime" reference appears to be an Apple TV tease. And if you followed Apple news and rumours, it was an easy guess even at the time.

What was declared:

Apple Television

Nano iPod (second generation)

iPod (fifth generation) (fifth generation)

Shuffle iPod (second generation)

2007

'The first 30 (thirty) years were just the beginning,' says iTunes 7 on January 9, 2007.

While Steve Jobs' introduction of the iPhone was a big game shift in the communications and computer industries, it wasn't a huge surprise. For years, reports and rumours of an Apple smartphone circulated. Everyone expected it to be huge and continue Apple's trendsetting status in the industry. And this tagline reflects that perfectly.

What was declared:

   iphone

'Lights, Camera, Apple,' April 15

This Apple event centred on their video production software, Final Cut, in a playful spin on the filmmaking phrase "Lights, camera, action." Now one of the most widely used editing programmes in Hollywood and worldwide.

What was declared:

Final Cut Pro 2

'The Beat Goes On,' Final Cut Server, September 5

In many respects, Apple's music industry domination with iTunes, the iTunes Store, and the iPod changed the firm. When announcing music-related products, the corporation frequently uses song-themed taglines. In this case, the suggestion refers to Sonny & Cher's "The Beat Goes On."

What was declared:

iPod nano (third generation)

2008

iPod Classic iTunes 7.4 (September 9, 2008): "Let's Rock!"

The phrase "Let's Rock" clearly relates to another music-themed gathering. It's unclear whether Apple was referring to a specific song, but it's unlikely.

What was declared:

Nano iPod (fourth generation)

iPod nano (second generation)

'The focus shines on notebooks,' says iTunes 8 on October 14.

Apple appears to concede in this invitation that its cherished laptop lines required some work.

What was declared:

MacBook Pro with NVIDIA GeForce 9500

Nvidia GeForce 9400 MacBook Air \sMacBook (24-inch display) (24-inch display)

2009

2009\sSeptember 9: 'It's just rock and roll, but we like it,' says one.

Another invitation with a music theme for an iPod-centric event. The phrase is a parody of The Rolling Stones' 1974 hit "It's Only Rock' n Roll (But I Like It)."

What was declared:

3GS iPhone

Nano iPod (fifth generation)

iPod nano (third generation)

2010

January 27, 2010: iTunes 9: 'Come witness our most recent innovation.'

Nobody was surprised to see the iPad, like the iPhone before it. For what was once known as the "Apple Tablet," speculation, rumour, and leaks were rife. The phrase appeared to be an admission by Apple that everyone knew what was coming. Nonetheless, they were taken aback.

What was declared:

  ipad

'Get an early glimpse at the features of iPhone OS 4.0' on the iPad on April 8.

This slogan provides no hints. It simply informs you of what to expect.

What was declared:

iPhone OS 4.0

September 1, iPhone OS 4.0: No slogan, just a guitar in the invitation.

The absence of a tagline in this invite suggests that Apple want you to keep an eye on the picture of the guitar with a volume hole in the shape of the company's emblem, signalling a music-themed announcement.

What was declared:

Nano iPod (sixth generation)

Shuffle iPod (fourth generation)

Apple Television (second generation)

'Back to the Mac,' October 20

This hint is simple. A Mac-themed event in which the App Store was brought to your desktop.

What was declared:

MacBook Air (second generation)
iLife 11
Mac OS X Lion
Mac App Store

2011

2011 March 2: 'See what 2011 will be the year of 

MacBook Air (New and Improved for Mac OS X Lion) iLife 11(2nd generation) iLife 11 Mac OS X Lion Mac App Store

Apple provides no meaningful hints about what it will offer in this event invitation.

What was declared:

iPad 2
iOS 4.3
GarageBand and iMovie for iPad

iPad 2 \siOS 4.3 \sGarageBand and iMovie for iPad \sOctober 4: ‘Let’s discuss iPhone’

It's quite clear what Apple wants to discuss.

What was declared:

iPhone 4S
iOS 5
iCloud
Siri

2012

iPhone 4S iOS 5 iCloud Siri 2012 March 7: 'We have something you must see. 'As well as touch.'

In this slogan, "see" and "touch" relate to viewing television using Apple TV (seeing) and using the new iPad's touch screen (touch).

What was declared:

iPad (third generation) (third generation)

Apple Television (third generation)

'It's almost here,' says iOS 5.1 on September 12.

This clue is pretty ambiguous, and it's most likely just marketing speak. The announcements were all for new generations of current product lines.

What was declared:

iPhone 5 \siOS 6

iPod nano (fifth generation)

Nano iPod (seventh generation)

October 23: 'We have a few more things to show you.'

Another tagline does not indicate what will be presented during the event. It's most likely a reference to the fact that the last announcement wasn't long ago.

What was declared:

Apple MacBook Pro (third generation)

iMac (eighth generation) (eighth generation)

iPad (fourth generation) (fourth generation)

2013

'This should brighten everyone's day,' says iPad mini 2013 on September 10.

The "bright" remark is most likely related to the unveiling of the iPhone 5c, a low-cost smartphone in various vivid colours.

What was declared:

iPhone 5s
iPhone 5c
iOS 7

October 22: 'We still have a sea to cover.' iPhone 5s iPhone 5c iOS 7

Apple scheduled this presentation less than six weeks before the last one, as it did in 2012, and this slogan indicates that they're still not done showing off their 2013 product lines.

What was declared:

iPad Air iPad mini Mac Pro (with Retina display)

Mac OS X Mavericks

2014

September 9 2014: 'I wish we had more to say.'

When Apple introduces a whole new product category, they usually leave at least a few hints. This invitation was the company's way of stating, "We're not telling you anything."

What was declared:

The Apple Watch
Apple Pay
iPhone 6
iPhone 6 Plus
iOS 8

October 16: 'It's been a long time.'

Another slogan says nothing about the products that will be announced. For the third year, Apple may be joking to the press. Wasn't it, like only the other day when we saw each other?"

What was declared:

iMac (27-inch Retina display)

The iPad Air 2

2015

March 9, 2015, iPad mini 3 OS X Yosemite: 'Spring Forward

With time, press invitations grow less concerned with what will be announced at the event. This slogan refers to an event that occurred one day after Daylight Saving Time in the U.s when people set their clocks one hour ahead.

What was declared:

Apple MacBook Pro (13-inch Retina display)

MacBook (with Retina display) (with Retina display)

'Hey Siri, give us a hint,' September 9

When you ask Siri this question, she will respond, "You can't rush news." No, you'll have to wait," and then provides a link to the Apple Event webpage. Yes, it is still functional. Test it out for yourself.

What was declared:

The Apple Pencil

iPad Pro iPhone 6s iPhone 6s Plus

Hermès Apple Watch

Apple's watchOS 2

2016

Apple TV (fourth generation) March 21, 2016: 'Please allow us to loop you in.'

The "loop" in this slogan most likely refers to the Apple Watch Bands introduced at this presentation.

What was declared:

iPhone SE \siPad Pro (9.7-inch) (9.7-inch)

iOS 9.3 Apple Watch Bands September 7: 'See you on the 7th.'

With this pun on the iPhone 7 being introduced on the seventh day of the month, subtlety was not a goal.

What was declared:

AirPods

iPhone 7 Plus

iPhone 7s Plus

Series 2 Apple Watch

'Hello again,' October 27

"Hello, again" refers to Steve Jobs' 1984 introduction of the Macintosh. When introducing the machine, Steve said he would let the Macintosh speak for itself. "Hello, my name is Macintosh," the computer said for the first time. Since then, the "hello" imagery has been associated with the Mac. It's not unexpected that this was a Mac-centric affair.

What was declared:

Apple MacBook Pro (Touch Bar)

Apple Television (Television app)

2017

'Let's meet at our place,' September 12

This was the inaugural event in the newly built Steve Jobs Theater. The phrase references the building named after the company's illustrious founder.

What was declared:

iPhone X, iPhone 8 Plus, and iPhone XS

watchOS 4 for Apple Watch Series 3

2018

'Let's go on a field trip,' says iOS 11 on March 27.

Keeping with the theme of place, the field trip stated here was to Technical College Prep High School in Chicago. It was an educational occasion.

What was declared:

iPad (sixth generation)

'Gather round,' September 12.

They are well buried if there are any particular hints to the iPhone, Apple Watch, or iOS. This slogan is most likely a straightforward invitation to the press to attend and listen to Tim Cook's remarks.

What was declared:

iPhone XS, XS Max, and XR

October 30, Apple Watch Series 4 iOS 12: 'There's more on the way.'

This invitation appears to be devoid of any suggestions. However, given that Apple was not offering anything new but rather expanding on their existing product lines. However, it may also indicate, "It's just been six weeks, but we've got some more amazing stuff to show you."

What was declared:

The iPad Pro (third generation)

Air MacBook (third generation)

Mini Mac (fourth generation)

2019

2019 March 25: 'It's show time.'

At some time, it becomes necessary to recycle old favourites. This clue is a nod to the 2006 event that debuted Apple TV. So it's hardly unexpected that there was an Apple TV announcement in the mix.

What was declared:

Apple TV Plus

Apple News Plus

The Apple Card

Arcade by Apple

'Only through invention,' says September 10.

The verbiage on this invitation has no obvious connection to the products announced at the event.

What was declared:

iPhone 11 Pro iPhone 11

iPad with Apple Watch Series 5 (seventh generation)

2020

September 15: 'How quickly time passes.'

The time reference alludes to the release of the Apple Watch SE.

What was declared:

SE Apple Watch

Series 6 Apple Watch

iPad (eighth generation)

Air iPad (fourth generation)

Fitness+ by Apple

October 13, iOS 14: 'Hello, Speed.'

The word "speed" in the tagline refers to the iPhone 12's increased support for 5G wireless networks.

What was declared:

Home Pod mini
iPhone 12
iPhone 12 mini
iphone pro 12

November 10: 'One more thing.' Home Pod tiny iPhone 12 mini iPhone 12 Pro

Another obvious indication, this tagline undoubtedly emphasises the fact that the last Apple Event was only a little more than a month ago.

What was declared:

Mini Mac (M1)

Air MacBook (M1)

Apple MacBook Pro (13-inch M1)

2021

'Spring Loaded,' macOS Big Sur 2021, April 20.

Unfortunately, this slogan appears to refer to the date of the Apple Event. The airbags earned a pun for their entrance into the world.

What was declared:

iPad Pro AirTag iMac (M1) (M1)

'California streaming' on September 14

In a nod to music, the event slogan is a play on The Mamas & the Papas' "California Dreamin'" to reflect the fact that this Apple Event will be hosted virtually owing to the COVID-19 pandemic.

What was declared:

iPad (ninth generation)

Mini iPad (sixth generation)

iPhone 13 Plus, iPhone 13 Mini, and iPhone 13 Pro

13 Pro Max iPhone

iOS October 15 18: Apple Watch Series 7 Apple watchOS 8 'Unleashed.'

This one-word statement might be applied to nearly anything. However, in this case, it was to demonstrate the capabilities of the new M1 MacBook Pro.

What was declared:

Air Pods for MacBook Pro (M1) (third generation)

2022

'Peek performance' on March 8

Apple stated under this grammatically incorrect event name that it would give journalists a look at their most powerful devices.

What was declared:

Mac Studio

Bionic Apple A15

iPhone SE M1 Ultra Apple (third generation)

Air iPad (fifth generation)