I think it's become a tradition at the company, part of the culture that people can rally around for big releases. Not a bad thing I don't think!
I had thought so, too—but the article claims that Apple last used it in 2017... I think that's scarce enough that it doesn't qualify as 'overuse'.
That you associate "one more thing" with Apple speaks to the phrase's recognition power, not its frequency of use: it's been three years since Apple last used it.
Wow, you're right. They save it for big occasions it seems. I take back my snarky joke heh