Apple ads have a unique feature that has puzzled many: the time displayed on devices is always set to 9:41.
But why is this? It all started with Steve Jobs, and despite changes over time, Apple has stuck to this specific time for years.
The beginning of the 9:41 time
The tradition began in 2010 with the release of the first iPad. Steve Jobs set the time on the device to 9:41 to mark a significant moment in Apple’s history.
This was the time when the first iPhone was announced in 2007.
The meaning behind 9:42
Before 9:41, the time was initially set to 9:42. This was because Steve Jobs’ announcement of the iPhone happened exactly at 9:42 AM.
It was a deliberate choice to align the on-screen time with the actual moment the product was revealed.
Why did Apple vhoose 9:41?
Steve Forstall, former senior vice president of iOS Software at Apple, explained in 2010 that keynotes were timed carefully.
This allowed the product reveal to happen about 40 minutes into the presentation.
They aimed for the time displayed to match the time on the audience’s watches, even though they couldn’t hit it exactly.
Apple moves away from the tradition
Since the first iPad release, Apple has continued the 9:41 tradition. However, in recent years, the strict adherence to this timing has relaxed.
As Apple now produces pre-recorded videos of new product releases, the exact timing is less critical.
Despite the shift in Apple’s approach to product announcements, the 9:41 time remains a symbol of Jobs’ influence on the company.
It’s a small but significant detail that continues to be featured in Apple’s advertisements, maintaining a sense of continuity with the past.
Apple is also known for its secretive projects, like the Titan car project. Although it was discontinued in 2024, the company spent $10 billion over ten years trying to bring it to market.
Despite the project’s cancellation, it reflects Apple’s ambitious vision, even when things don’t always go as planned.
The 9:41 time on Apple ads is more than just a random detail—it’s a tribute to Steve Jobs’ vision and the history-making iPhone reveal.
Even as Apple evolves, this small touch remains a lasting part of their branding.