The day Steve Jobs stood in front of a room and introduced the Iphone EVERYONE knew this was a game changer. "Today we're going to introduce a new iPod, a phone, and world class web device" As he repeated that line the graphics on the screen merged and the room realized the leaks about three new products were instead one new device. It was a hell of a mis-direction. It wasn't "the mother of all demos" but it was a close second.
The day Steve Jobs introduced the iPhone EVERYONE already knew that he was going to announce it. There was no misdirection involved.
But granted, three new devices all-in-one-package was a clever spin.