Perhaps not many of you have noticed, but in all official iPhone 6 advertisements a curious time’s displayed , 09:41. In the “land” of Apple, almost everything’s thoroughly studied, so that the time appearing in iPhone 6 (and also iPhone 5S and 5C) commercials must have a reason.
The Atlantic has found out why. They’ve traced the origin of this time until 2007 when Steve Jobs came on Macworld Conference & Expo stage in San Francisco.Apple’s CEO started talking at 9:00 a.m and the 35-minute presentation said: “This is a day I have been looking forward to for two and a half years”. Jobs went on to explain that “every once in a while, a revolutionary product comes along that changes everything”. And then he went on to announce: “Today Apple is going to reinvent the phone”.
The Atlantic remembers that after that message the image of the first iPhone appeared on a screen behind him, exactly at 9:42 a.m.. Until 2010, iPhone ads had this time as a reminder of the exact minute the iPhone changed the mobile phone industry.
In 2010 Apple released the iPad, which has changed the way people consume digital content. Jobs introduced the first tablet at 9:41 am, and ever since that time appears in iPad and iPhone ads.
When presenting the new smartwatch, Apple played again with time to send a message to the industry: as some people’ll know, when models are exposed to public they always have their needles in a certain way, specifically in 10:10:30 (with seconds hand at number six) for symmetry and aesthetics reasons; Apple Watch marks 10:09:30, indicating that it’ll overtake everything known so far.