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The following article was published in our article directory on November 6, 2014.
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IPHONE6 ALWAYS READS 9:41

Article Category: Advice

Author Name: kimberly mcgovern

The image above, currently running on Apple's U.S. website, depicts the iPhone 6 in its now-familiar grande and venti sizes. It is, you may notice, similar to other images of the phone that have run in marketing materials across the Internet, including this one:

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And this one:

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And this one:

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In the land of the iPhone 6-- Apple's version of it, at least-- it is always, it seems, 9:41. And that is, like pretty much else at Apple, by design. Even the time on Apple's ubiquitous phone carries a marketing message.

You can trace the origins of Apple's perma-clock back to January of 2007, when Steve Jobs gave his much-anticipated keynote at the Macworld Conference & Expo in San Francisco. And then he went on to announce: "Today Apple is going to reinvent the phone.".

The screen behind him flashed to a picture of the first iPhone.

It was 9:42 a.m.

Because of that, in Apple's marketing literature for the new phone, the displays read 9:42. The new phones were pegged to the keynote-- which is another way of saying that they were pegged to Steve Jobs.

The tradition has continued, like so many Jobsian legacies, with every big new product Apple has launched. As the Apple executive Scott Forestall explained,.

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. And for the iPhone, we made it 42 minutes.

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