Every year, Apple introduces a new iPhone, and advertising for this gadget begins to play on TV and billboards around the world. It’s no secret that if you see its screen in an advertisement for a new gadget, then the time on it is necessarily set to 9.41 in the morning.
We are so accustomed to this that we did not notice the obvious advertisement at all: in the new iPhone 14 Pro, which is dedicated to the new crash detection function, the time on the display has changed and shows 7.48. This is really something new!
In general, the time on the iPhone screen in Apple advertising is an interesting thing. In the 15 years of using advertising on a smartphone, there have been several times when marketers have not followed tradition and changed the time, but these were completely justified changes, and below I will talk about each case.
9:41. Why was this particular time chosen?
This time is displayed on all gadgets of the company.
Back in the first year of 2010, developer John Manning was at Apple’s Palo Alto retail store for an iPad launch and was personally appointed Senior Vice President of iOS Operations Scott A message about the reasons why all Apple products in ads cost the same amount of time .
Scott will introduce Manning that the company plans to present the new gadget to the public in 40 minutes from the start of the presentation. Apple wants the time on its screen to be as close to reality as possible on the TV watch.
Therefore, on all new impressions in the videos, the time is set to 9.41, so that during the display of an increased taste load, the viewer has a sense of belonging to the present moment.
If you pay attention to the first advertisement for the iPhone 2G, notice that the display of the smartphone shows 10.12. The advertisement was filmed for a smartphone by Steve Jobs, and therefore the canonical time was chosen for advertising a watch with a production dial.
Indeed, until now, practically in all photographs of mechanical and quartz watches, the time has been set between 10.08 and 10.12.
Such a shooter captures a pleasing visual aggregate that keeps the brand’s logo right below the number 12.
At a live presentation of the first iPhone, Jobs showed it in 9 hours and 42 minutes, but this was the very first demonstration of the iPhone to the general public and the tradition of “9.41” had not yet been invented.
But then, if you watch ads for all iPhones, from the iPhone 3G to the iPhone 14 Pro, the tradition was followed:
There were exceptions to this rule: for example, in advertising for the iPhone 5S, iPhone 6s and 6s plus, iPhone X, iPhone XS and XS Max, iPhone XR, iPhone 11 and iPhone SE second generation, the screen is not visible.
In the iPhone 12 and 12 mini, the emphasis is on the shock-resistant properties of smartphones, and in the case of the iPhone 12 pro, on the ability to take pictures in low light conditions, so that the screen in the commercials also does not stand out.
The ads for the iPhone 13 and 13 mini also play on the strength and moisture protection of the case, and in the video with the iPhone 13 pro on the screen that almost professional videos can be shot on a smartphone.
Separately, it is worth highlighting the advertisement for the iPhone 7 and 7 plus, in which the gadget displays the time 20:54, that is, evening.
An excerpt from an advertisement for the iPhone 7 and 7 Plus. The timing is far from canon.
But it is easy to find consideration of this: firstly, this is a commercial advertisement for TV, so reference to the time of the presentation is optional, and secondly, according to the plot of the video, the hero is standing in line at the club in the evening and the time of 9.41 in the morning would look stupid.
Now that the brief digression is over, you can figure out why the time is different from the usual in the latest iPhone 14 ad.
Why is there a different time in iPhone 14 Pro ads
Mistake or again well-planned marketing? In a video released on September 9, the iPhone 14 Pro screen shows the time of 7:48 p.m., which cannot be tied to any event in the history of Apple.
The first adventure that comes to mind may have to do with the time of Steve Jobs’ death, but there’s a catch: Steve died about 3 pm.
Apple didn’t want canonical time to be associated with negative events. There was a car accident in the video and therefore a different time was chosen, completely unrelated to the traditions of the company.
In addition, it happens in the evening, when, in theory, the driver is tired from work and in the dark. So these are much more suitable conditions for rain than if he left on a well-rested morning at 9:41.
There is also a third option. this video was made only for showing on TV and therefore the time on the iPhone display does not play any at all. Although, I think that all stages of advertising production are controlled by smart people, and it is unlikely that they will not be able to pay attention to this detail.
As the story unfolds, now you know exactly all the time on the screens of iPhones in Apple ads and can flash interesting facts on occasion.
Source: Iphones RU
