This Is Why It’s Always 9:41 On Apple Ads

In all the advertisements for the new Apple products, the time is always 9:41. If you haven’t noticed before, you won’t be missing it now.

In 2007, when Steve Jobs gave a keynote at the Macworld Conference and introduced the first iPhone, the iPhone flashed on the big screen after he finished his announcement. The time was 9:42am.

This time stamp was taken on board to its marketing plans. The ads reflect the stamp of when the last big announcement was made. When the iPad was introduced in 2010, it was 9:42am.

Scott Forestall explained while he was senior vice president of the iPhone software:

“We design the product launch keynotes so that the big reveal of the product happens around 40 minutes into the presentation. When the big image of the product appears on screen, we want the time shown to be close to the actual time on the audience’s watches. But we know we won’t hit 40 minutes exactly. And for the iPhone, we made it 42 minutes,” he said. “It turned out we were pretty accurate with that estimate, so for the iPad, we made it 41 minutes. And there you are — the secret of the magic time.”

Every keynote address made by Apple is planned meticulously to the finest detail. Watch out for the time stamp in the ads.