I think Tim Cook has too much class, too much intelligence, and too much respect for the memory of his former boss to use a "one more thing.." type phrase.
Granted, I do think Apple is trying very, very hard to make its product announcements "newsworthy" in that they introduce at least some sort of feature or product that hasn't been subject to a torrent of rumors and speculation beforehand. I think Siri was a good example of this: Obviously the acquisition of the software company that had developed the original technology was "old news" - but there were essentially zero credible rumors that Apple would be unveiling a semi-AI virtual assistant.
Next week's Product Announcement is going to be tough. If the next iPad doesn't have a retina display, a quad-core processor, longer battery life, etc. there are going to be howls of outrage. If it merely does have those things, the technorati here at MR are going to sniff dismissively, and start loudly pondering their "boredom" with the iOS experience.
For any company, Apple included, the game changes once you become the market leader. No longer the scrappy underdog, Apple is now expected to blow away the competition at every turn. And because of its success, it becomes immeasurably harder to keep upcoming products under wraps. A stolen prototype or blurry cellphone photo of an unannounced Apple product can be worth tens of thousands.