Cook's first event as CEO - iPhone 4S launch

When Tim Cook introduced the iPhone 4S on Oct. 4, 2011, it was the first update to Apple's popular smartphone line in almost a year and a half. The company had extra incentive to get it right given fierce competition from Google's Android platform.

History buffs will note that it also was the first Apple product launch since Cook took over from Steve Jobs. It was judged to be a competent product demo, though hardly one that would leave them talking about it years later. And there was no "and one more thing."