REVEALED: Why The iPhone Time Is Always Set To 9:42 In Apple Ads

bob borchersBob Borcher

Former Apple exec Bob Borcher recently gave a presentation (the video has since been removed) covering topics from marketing to the current state of the job market.During the presentation, he explained why all iPhone ads show the phone set to the same time:

“If you ever see an Apple ad, print or TV, you look at the time and it’s always going to be 9:42 — 9:42 is when we launched the iPhone.”

We rewatched several iPhone ads and it’s true — almost all iPhones appearing in commercials are set to 9:42 a.m.

9:42 on the lock screen in this television commercial

Different commercial, same time

And again in a new commercial

A cute baby at 9:42 AM

Talk about attention to detail...

9:42 AM even carries over to the print world

One more print example

What's this? 9:41?!

We assume this says 11:29 PM because it's the Santa Claus ad from the holiday season. (Santa delivers gifts in the middle of the night.)

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