Let’s be honest: iPhone ads are pretty hard to miss.
It’s not just because you definitely either fall into the Apple/Android classification when it comes to your smartphone, but because Apple has been amongst the top of the technology pack for as long as most of us can remember.
With that being said, however, there is one detail that might’ve slipped your attention. Have you noticed that iPhone ads always feature the time 09:41 on their lockscreens?
While the reason is much simpler than you might think, here is how this predetermined time eventually came to be the standard 09:41 we now have attuned ourselves to seeing on Apple ads.
Marking a historic day for Apple
As with all stories, it starts from the very beginning.
This one begins on the 9th January of 2007, when Steve Jobs introduced the iPhone to the general public for the first time during a MacWorld event in San Francisco, which started at 9:40 p.m.
After Jobs’ prelude, once he introduced the iPhone to the world, the clock had just ticked to 9:41 p.m.
Thereafter, the time was memorialised and became a staple for Apple product ads everywhere, commemorating the exact time – to the minute, in fact – that the iPhone was first ever released to the public.
According to former senior vice president of iOS software at Apple, Scott Forstall, it was to ensure the time of the product reveal would accurately reflect the time shown on the audience’s watches that fateful day on the 9th of January.
Fun fact: the time shown was initially 09:42p.m.
Interestingly enough, earlier print ads actually had the times on their products set at 09:42p.m.
This was because the Apple team had buffered an extra minute into the speech for any delays or emergencies. However as Jobs had rehearsed it right down to the minute, all Apple products thereafter were then branded with the 09:41 signage.
To this day, Apple’s promotions still run on this same brilliant trademark detail, to truly cement a moment that has changed the world of mobile phones forever.
So the next time you click on that new iPhone 14 ad, you can smile when you take a glance at the time that’s become a true Apple ad signature.
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