One More Thing..
Until this point, most of our focus has been centered on the logo itself. But it’s worth taking a look at the tagline — an obvious play on words mixing “innovation” and “by invitation only.”
Apple is going to brand anything it does as innovative, of course. But the very fact that Apple chose to use that tagline in a year that’s more incremental than not suggests that the company could have something else up its sleeve.
It’s not uncommon for Apple to surprise us with a product or service that has managed to remain unleaked.
As far as what that could be, it’s less clear. But if one were to speculate, it could be something related to augmented reality, transparency or 3D. Apple’s “one more thing” this year could be its 3D depth-mapping cameras or, although it’s a long-shot, a tease of its AR glasses (which have been previously rumored for 2020).