Why do iPhones and iPads always show the same time in ads? – Ouest-France evening edition – 05/23/2022

On each advertisement presenting Apple’s flagship products, the same time is always displayed: 9:41 a.m. A nod to Steve Jobs, the late founder and charismatic boss of the Apple brand. We explain why.

All advertisements showing iPhones and iPads, the brand’s smartphones and tablets Appledisplay the same time: 9:41. geek, these people who are passionate about new technologies, particularly computers, the internet, video games? Because 9 multiplied by 41 is 368? Don’t look for a convoluted explanation, it’s much simpler… In fact, the story dates back to 2007, when the first iPhone was launched.

9:41 a.m., a magic hour? This is what the Apple brand suggests, which programs this hour on each of its iPhones or iPads presented in its advertisements. (Picture: Apple)

A legacy dating back to Steve Jobs

At the time it was Steve Jobs (1955-2011), charismatic co-founder and boss of Apple, who presents the new products of the apple brand, during the famous key notes, these lectures attended worldwide. On January 9, 2007, he went back to the black platform of an auditorium at Apple’s headquarters, a scene he knew well and on which he had already presented the iPod six years earlier.

Steve Jobs, here on August 7, 2006, during his conference presenting the new operating system for Apple computers, OS 10.5 “Leopard”. (Photo: Dino Vournas/Reuters)

At 9:42 a.m., the iPhone is introduced to the world

The conference starts at 9 a.m. And, after 42 minutes of explanations about Apple and its new device, Steve Jobs then shows an image of the iPhone, an innovation that will “reinventing the telephone”, according to his own words. The smartphone screen displays 9:41 a.m. This is – almost – the time in real time, to within one minute…

Read also: Apple stops producing its iPods, here is the story of this revolutionary digital music player

On January 9, 2007, at 9:42 a.m., one minute late, Steve Jobs presented Apple’s new product, the iPhone. (Screenshot: YouTube/Michael Noriega)

Since then, this legacy remains at Apple, as was the case with other innovations presented by Steve Jobs or later by Tim Cook. “We design the key notes product launch so that the big product reveal takes place approximately 40 minutes after the presentation begins,” explained in 2014 Scott Forstall, vice-president in charge of iOS between 2007 and 2012, in comments reported by the digital news site SqueezeLemon.

The time displayed must be close to those of the watches of the public

“When the large image of the product appears on the screen, we want the time displayed on the illustration of the device to be close to the real time given by the watches of the public, he continued. But we know we won’t make it to the 40and minutes exactly. For the iPhone, we did it in 42 minutes, which turned out to be pretty accurate. For the iPad, it took us 41 minutes. Here is the secret of the magic hour. »

And, to bring this hour a little more into the legend, Apple has decided to include it on each of its advertisements showing the screen of its devices.

We wish to thank the author of this write-up for this amazing material

Why do iPhones and iPads always show the same time in ads? – Ouest-France evening edition – 05/23/2022


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