The company has maintained this habit since Steve Jobs launched the first iPhone more than 15 years ago.
Apple, the company led by Tim Cook, is known for its attention to detail, from the design of its products to the way they are presented to the public. Among its peculiarities, there is one that arouses the curiosity of many: the time that appears on the screens of its devices during presentations and promotional images.
Fans of the brand may have noticed that for over a decade now, every iPhone, iPad or Mac has displayed exactly 9:41 when announced to the public. This detail is neither an accident nor a mere aesthetic whim.
Behind this constant in the time that Apple displays on the screens of its devices, there is a story that connects directly with the key moments of its history and its design philosophy.
At what time was the presentation of the first iPhone?
To understand the reason behind this time, we have to go back to one of the most iconic moments in modern technology history: the introduction of the first iPhone. On January 9, 2007, Steve Jobs took the stage at the Macworld conference in San Francisco, California, to unveil a device that is still relevant today.
The presentation was carefully timed so that when Jobs revealed the iPhone to the world, the time that appeared on the device’s screen would match the real-time on the audience’s watches.
According to Scott Forstall, one of the leading developers of the iOS system at the time, Apple planned its product presentations so that the most important reveal occurred 40 minutes into the talk. The goal was to have the time shown on the screen match the actual time of the event when it was shown.
At that 2007 presentation, when Jobs finally showed the iPhone to the public, the time on the device’s screen read 9:42. As a result, for the first few years, promotional images of the iPhone and other Apple products showed that time.
Why the time on Apple devices was changed
In 2010, there was a slight tweak that marked the beginning of a new tradition. On January 27 of that year, Steve Jobs surprised the world again with the presentation of the iPad , a device that combined the capabilities of a smartphone and a laptop, in a light tablet.
During that presentation, Apple had done the same meticulous planning to ensure that the time on the device’s screen would coincide with the exact moment it would be shown to the public. However, in this case, the big reveal of the iPad happened a minute earlier, at 9:41 a.m. local time in California.
Following this change, Apple decided to adopt the new time, and since then, the promotional images of all its products began to show 9:41 as a distinctive detail.
The reason behind this decision was that presentations could last a little longer or shorter than anticipated, and this time better fit the typical length of these events.
What does this little detail mean to Apple?
Attention to detail, no matter how small, is part of Apple’s identity and contributes to the creation of a coherent and careful visual and emotional experience.
Furthermore, these kinds of details reinforce the perception that Apple leaves nothing to chance. Every element of its products, from the physical design to the time on its screens, is carefully thought out and executed.
Also, the fact that a certain number of people have noticed this constant and wondered about its meaning shows the level of connection and attention that Apple manages to generate in its global audience.
