A closer look
Apple officially unveils almost all of their new iPhone models with the exact time of 9:41 AM displayed prominently on the device's screen in their meticulously crafted advertising renders and promotional videos. This extremely specific tradition exists because Steve Jobs announced the very first revolutionary iPhone at exactly 9:42 AM during his keynote presentation in 2007, and the marketing team wanted the image on the screen to perfectly match the audience's watches when the device appeared. They eventually shifted it to 9:41 AM a few years later because keynote pacing is hard and they wanted a one-minute buffer for their highly theatrical corporate rituals. It is a brilliant display of obsessive micro-management from a trillion-dollar company that meticulously controls every single pixel of its public image while still occasionally releasing software updates that drain your battery in exactly twelve seconds
