Why The Time Is Always Set To 9:41 on Apple Ads

There’s a reason for everything at Apple. And that even includes the time displayed on the devices in promotional materials.

It even extends to print ads and television commercials.

Original iPhone displaying 9:42am
Original iPhone displaying 9:42am

That time used to be 9:42. You could see it across various commercials, print ads, and even on Apple’s website. The explanation was simple: That’s the time in the morning that Steve Jobs announced the very first iPhone in 2007. Around 42 minutes into his keynote address, he said, “Today Apple is going to reinvent the phone.”

And a picture of the iPhone, displaying the time 9:42, popped up on the screen behind him.

But that all changed in 2010, when the very first iPad was released. When that was revealed, it displayed a different time: 9:41.

But why did the time change? It’s all very simple, according to former iOS chief Scott Forstall, who happened to divulge the secret to Australian-based app developer Jon Manning of Secret Lab.

We design the keynotes so that the big reveal of the product happens around 40 minutes into the presentation,” Forstall said. “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. But we know we won’t hit 40 minutes exactly.

— Scott Forstall

You can see the time displayed on all promotional images from Apple.

iPhone 6 displaying 9:41am
iPhone 6 displaying 9:41am
Mac OS Sierra promotional image displaying 9:41am
Mac OS Sierra promotional image displaying 9:41am

“And there you are — the secret of the magic time,” Forstall told Manning. 

Apple’s iPhone 7 event will only start at 10:00am, 7:00pm South African time. Therefor Apple should announce the iPhone 7 at 7:41pm South African time.

Apple’s Worldwide Developers Conference Kicks Off June 13 in San Francisco

Apple today announced that it will hold its 27th annual Worldwide Developers Conference (WWDC), hosting the creative talent behind the world’s most innovative apps, from June 13 through 17 in San Francisco. At WWDC, Apple’s developer community comes together from all corners of the globe to learn about the future of Apple’s four software platforms — iOS, OS X, watchOS and tvOS.

Monday’s kickoff events, including the keynote address, will be held at the Bill Graham Civic Auditorium. The rest of the week’s conference sessions will take place at Moscone West.

“With four innovative operating systems and a new, intuitive programming language powering over 1 billion devices worldwide, there has never been a more exciting time to bring our developer community together,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “WWDC 2016 is going to be a landmark event for developers who are coding in Swift, and building apps and products for iOS, OS X, watchOS and tvOS. We can’t wait for everyone to join us — in San Francisco or through the live stream.”

Developers can apply for tickets via the WWDC website (developer.apple.com/wwdc/register/) now through Friday, April 22 at 10:00 a.m. PDT. Tickets will be issued to attendees through a random selection process, and developers will be notified on the status of their application by Monday, April 25 at 5:00 p.m. PDT. For the second consecutive year, there will be up to 350 WWDC Scholarships available, giving students and STEM organization members from around the world an opportunity to earn a ticket to meet and collaborate with some of the most talented developers of Apple’s ever-growing app ecosystem (developer.apple.com/wwdc/scholarships/). Additionally, this year, we will provide travel assistance to up to 125 scholarship recipients to ensure aspiring developers with financial limitations have an opportunity to participate.

WWDC 2016 activities include: over 1,000 Apple engineers supporting more than 150 hands-on labs and events to provide developers with code-level assistance, insight into optimal development techniques and guidance on how they can make the most of iOS, OS X, watchOS and tvOS technologies in their apps; access to the latest innovations, features and capabilities of iOS, OS X, watchOS and tvOS, and best practices for enhancing an app’s functionality, performance, quality and design; the opportunity to connect with thousands of fellow iOS, OS X, watchOS and tvOS developers from around the world — last year, 80 percent of developers attended for their first time, and in total, more than 70 countries were represented; a series of get-togethers for attendees focused on particular topics with special guest speakers and activities; engaging and inspirational lunchtime sessions with trailblazers and influencers from the worlds of technology, science and entertainment; and the Apple Design Awards which recognize iPhone®, iPad®, Apple Watch®, Apple TV® and Mac® apps that demonstrate technical excellence, innovation and outstanding design. Worldwide Developers Conference sessions will be streamed live throughout the week via the WWDC website (developer.apple.com/wwdc/live/) and through the WWDC app, giving developers around the world access to the week’s news and events.

Apple ‘Let Us Loop You In’ Event – 21 March 2016 Live Blog

Live Blog of Apple ‘Let Us Loop You In’ Event on 21 March 2016.

This feed will automatically update so no need to refresh. 

Apple Sends Invites for ‘Let Us Loop You In’ Media Event on 21 March

Apple sent out invites for a media event that will be held on Monday 21 March at the company’s Town Hall auditorium located on its 1 Infinite Loop campus in Cupertino, California. As with most Apple media events, it will kick off at 7pm in South Africa.

Several products are expected to be showcased at the event, including the new 9.7-inch iPad, the 4-inch iPhone SE, and new Apple Watch bands. There’s also a possibility that some Mac refreshes could be announced as the time is right for updates, but there have been no rumors confirming that is the case.

Headlining the event will be the 4-inch iPhone SE and a new 9.7-inch iPad. Rumors suggest the iPhone SE will look nearly identical to the iPhone 5s, but it will include new internal hardware that brings it in line with newer Apple devices. It is rumored to have an A9 chip, an improved camera, and NFC support for use with apple pay.

The new 9.7-inch iPad has been referred to as the iPad Air 3, but recent rumors have suggested it may instead be branded as an iPad Pro. The device is said to include many iPad Pro features, like a four-speaker design, a Smart Connector for connecting accessories, and display improvements for Apple Pencil support. It may also be the first iPad to feature a rear LED flash.

Apple also plans to introduce new Apple Watch bands at the event. Existing bands will likely be available in new colors and there may be new product lines, such as a rumored nylon band and a Space Black Milanese Loop.

Apple will be live streaming the event on its website and through the Apple TV.

What to expect from Apple’s 9 September Media Event

There has been very little news leading up to Apple’s Media Event on the 9 September however the last few days revealed some interesting news which we will sum up below.

iOS 9

Apple announced iOS 9 at WWDC back in June but they always keep something back that relates to the new iPhone which will be the iPhone 6s and the iPhone 6s Plus. Most of the updates in iOS 9 are performance related.

iOS 9 Golden Master will be released to developers after the even with the final software being released to the public on 16 September.

iPhone 6s, iPhone 6s Plus

Apple will unveil the iPhone 6s and iPhone 6s Plus. Most of the rumours say that Apple will give both devices an updated camera along with Force Touch. Being a minor update to the iPhone there will be little in the way of new hardware. Most of the changes will come within iOS 9.

iPad Pro & iPad Mini 4

Apple is expected to release a 12,9inch iPad Pro and a updated iPad Mini that follows the design of the iPad Air 2, a A9 processor and improved display.

Apple Watch & WatchOS 2

New rumours suggest that Apple will release a new range of Apple Watch Sport’s bands and Apple WatchOS 2. There have been some suggestions that Apple will release Apple Watch 2 however this seems hard to believe as there are still rumours of Apple Watch being released in some countries in the coming months. South Africa is not included in these countries.

Apple TV

The Big announcement is most likely to be the new Apple TV. The all new Apple TV is expected to have a full featured App Store and have Siri integration along with a touch-based remote. The new Apple TV is likely to also include a subscription based TV service. The subscription based tv service will not be available at launch and will likely not be available in South Africa.

The new Apple TV is suggested to retail for $149 and $199. Prices in South Africa will most likely be R2999 and R3999 due to the rise exchange rate.

Apple Invites Media to September 9 Event: ‘Hey Siri, Give Us a Hint’

As predicted in August, Apple is planning to hold a media event on Wednesday, September 9 at the Bill Graham Civic Auditorium in San Francisco, California. Media invites were sent out today, with Yahoo’s Alyssa Bereznak sharing a look at the artwork and tagline for the invitations: “Hey Siri, give us a hint.”

This year’s iPhone-centric event is expected to see the debut of the next-generation iPhone 6s and iPhone 6s Plus, which, according to rumors, will include a reinforced body constructed from stronger 7000 Series aluminum, Force Touch, an A9 processor, 2GB RAM, and an improved camera.

Rumors have also suggested Apple will use the event to unveil the next-generation Apple TV, a major update from the existing set-top box. It will include a redesigned chassis with an A8 processor, more storage space, and a touch-based remote control, along with a new software system that includes Siri support and a full App Store.

We’ll also get an update on the launch dates of iOS 9 and watchOS 2, and shortly after the event ends, we may see golden master software releases for the two software updates ahead of their final public launch.

In line with past events, the September 9 iPhone unveiling will begin at 10:00 a.m. Pacific Time. Apple has not yet confirmed whether the event will be live streamed on its website and through the Apple TV, but it is likely details on a live stream will be announced a few days ahead of the event.

Apple “Spring Forward” Event to be held on 9 March. Apple Watch Launch

Invites were sent to the press today for a special Apple event at the Yerba Buena Center for the Arts in San Francisco on that date. The only hint on the invite are two words: “Spring forward.”

Not a very subtle hint. The Apple Watch is coming out in Spring in America (Autumn in South Africa) and the event scheduled for the day after daylight saving time begins, so yep, it’s an Apple Watch event.

There are still many details on the Apple Watch that Apple has kept under wraps, including full information on pricing, battery life, and accessory options, all of which may be revealed at the event ahead of the Apple Watch’s April launch

We will be live blogging the event as it happens. 

Apple sends out invites for 16 October event

Apple will be holding a media event on Thursday, October 16 at the Town Hall auditorium on its Cupertino headquarters campus, with the company today sending out media invitations for the event. The event begins at 10:00 AM Pacific, and the invitations carry the tagline “It’s been way too long”.

We’re expecting new versions of the iPad Air and the iPad mini. The new Air will be slightly thinner, but come with theA8 processor, new M8 chip from the iPhone 6, Touch ID, enhanced camera features, an improved screen design, and, of course, a gold color option. It’s likely that the new Mini will pick up some (if not all) of the Air’s new features. Hopefully at least the gold.

Apple has been racing to finish up the redesigned OS X Yosemite alongside new laptops and desktops with higher-resolution screens. It’s likely that Yosemite will be released for free on the Mac App Store on the day of the event, as this will follow patterns of previous years. Along with the launch of Yosemite their will be updates to iTunes, Pages, Numbers, Keynote, and iPhoto which will be renamed Photos.

In terms of hardware, sources say that Apple is preparing both a new iMac and a 12-inch MacBook with Retina displays. The latest indicators point to, at least, the MacBook being short on supply, so perhaps the MacBook discussion will be saved for a later date. Another Mac potentially to be updated next week: the Mac mini.

Next Apple Media Event: 21 October 2014

Although it hasn’t been confirmed we are taking a guess at when Apple next media event will be.

Apple traditional has done it October media event on the second last Tuesday of the month. This year that happens to be 21 October.

What to expect from this event?

We will see the final preview of OS X Yosemite which will become available to the public after the event.

It’s hard to say what will happen so far away but you can be sure we will see some updated iPad’s, iPad Mini’s and an upgrade to the iMac. There is a possibility of an upgrade to the Mac Mini or a completely new Apple TV

Let us know what product you would like to see updated in the comments section.

What to expect from Apple’s Media Event

With a few hours left before Apple’s iPhone media event we though we would give some predictions about what to expect from the event.


Apple always spends the first 15 minutes giving an update. It’s so easy to predict what they will give updates on but our guess is that they will talk about the iTunes Music Festival which is currently happening in the UK. Also expect some news about Beat By Dr Dre to come up and possible something special around this. Recent rumours suggest that U2 will be involved in some way in this media event. Maybe a Product (red) Beats by Dr Dre earphones? Highly unlikely.


The current iPod line up hasn’t received an update since 2012 except for the iPod Touch which received a minor upgrade in June this year. iPod sales have been declining as people are more interested in iPhone and iPad. iPod touch accounts for 50% of iPod sales so don’t expect Apple to discontinue the iPod Touch.

Many people have been predicting that Apple will kill off the iPod but why kill something that makes $20 million a year? Many developers are using iPod touch for testing as it is cheaper than buying iPhone’s. If Apple introduce the iWatch then it is most likely that it will take the place of the iPod Nano. Maybe Apple will redesigned the iPod Nano to look like an watch at a cheaper price and developer will be able to use it to test their iWatch applications.

We have no idea what Apple will do with the iPod line up but expect some updates.


The hype around the watch has been massive but with very little information and leaked parts it is unlikely that Apple will have the iWatch ready before the end of the year. Expect Apple to give an advanced preview of what the iWatch will look like and some features but don’t expect to much information. Apple like teasing the public and creating media hype. The did this with the Mac Pro last year.

iPhone 6 / iOS 8

The one we have all been waiting for. Apple with announce two new iPhone 6’s one with a 4.7 inch screen and the other with a 5.5 inch screen. Rumours suggest the 5.5 inch screen will be called the iPhone 6 Plus or possible the iPhone 6 Air.

iPhone 6 4.7 inch Specs:

  • A 4.7 inch screen
  • Colours: Space Gray, Silver, Gold
  • Slimmer design: around 7mm — with rounded chassis and relocated sleep/wake button.
  • Scratch resistant sapphire crystal display?
  • Improved camera optics with image stabilisation and a protruding lens on the back of the device.
  • Improved Touch ID sensor.
  • A8 chip with 1GB RAM plus updated motion co-processor.
  • Revamped speaker.
  • Storage capacity: 16GB, 32GB, 64GB and 128GB.
  • 1810mAh or 2100mAh battery which could offer a slight battery life bump.
  • Improved LTE speeds, potentially as fast as 150 Mbps.
  • NFC

iPhone 6 4.7 inch Specs:

  • A 5.5 inch screen with 16:9 aspect ratio.
  • Colours: Space Gray, Silver, Gold
  • Slimmer design: around 7.5mm — with rounded chassis and relocated sleep/wake button.
  • Scratch resistant sapphire crystal display?
  • Improved camera optics with image stabilisation and a protruding lens on the back of the device.
  • Improved Touch ID sensor.
  • A8 chip with 1GB RAM plus updated motion co-processor.
  • Revamped speaker.
  • Storage capacity: 16GB, 32GB, 64GB and 128GB. Apple could drop the 16GB
  • 2915mAh battery capacity.
  • Improved LTE speeds, potentially as fast as 150 Mbps.
  • NFC

During the reveal of the iPhone 6 Apple will revisit iOS 8. They will give a brief run down of what they announced at WWDC and will move on to some special features which will only be available to iPhone 6 users. This could include a Mobile Payment solution but don’t get your hops up to much that it will work in South Africa. Expect some news here about the Health App and it’s integration with iWatch.

At the end of this all Tim Cook will summaries the whole keynote in under 2 minutes and we will be left waiting till November for the iPhone 6.