Why are advertisements on iPhones and iPads always the same time?

Apple loves tradition. One of them — put the same time on advertising materials about their iPhones and iPads: 9 hours 41 minutes in the morning. Why? A business, of course, not in that, That the smartphone and tablet have some problems with updating the clock. And then what?

In the Frozen iPhone Universe, iPad and Mac — at least so, how does Apple imagine this — always the same time, 9:41. In this date — whole apple. In numbers, everything came together — story, design, special love for «meaningful» marketer.

It all started in January 2007, at the legendary presentation of Steve Jobs in San Francisco. Apple CEO took the stage at exactly 9 am local time. 35 minutes later, Steve said:

«It’s a day, I’ve been waiting for two and a half years».

Then he spoke about the causes of global changes in our lives:

«Every time a revolutionary product comes in and changes everything».

Then steve said:

«Apple is going to reinvent the phone today».

The image of the very first iPhone appeared on the big screen behind him. The clock was 9:42 am.

This time appeared on the presentations of subsequent iPhones. The idea was clear — at the same time showed «grandparent» all Apple smartphones. This is how Apple created traditions (and people love traditions and rituals very much), created «the continuity of generations».


Apple’s former employee Scott Forstal tells:

«We will organize the presentation of a new product so, for its grand opening to take place in about 40 minutes from the start of the event. When a big picture of the product appears on the screen, we want, that time on the screen was close to that time, which is indicated on the watch of those present in the audience. For the iPhone, we made 42 minutes. Turned, that we thought it pretty accurate, so for the iPad we did 41 minutes. That’s the whole secret of mystical time».

Exactly: 9:42 for the first time changed to 9:41 in 2010, when Steve was showing another significant product — iPad. In iphone «two» also changed to «one» – apparently, Apple decided to unify the time for all their gadgets. It’s a pity — it turns out, that the iPhone has lost part of its history. However, it hardly made him a weaker gadget. Rather the opposite.

In the same time, on watch Apple Watch, featured on the Apple site, always flaunt time 10:09. Probably, it was at this time that the clock was first shown at the presentation in 2014.