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 Previews macOS Sierra

Apple previewed macOS Sierra, a major update to the world’s most advanced desktop operating system, with new features that make the Mac smarter and more helpful than ever. Siri is now on the Mac with brand-new capabilities to help with the things users do every day on their desktop. With Siri, users can look up information, find documents, pin or drag and drop search results, and even adjust system preferences. Seamless integration with iCloud makes everything from your Desktop and Documents folder available on your iPhone and iPad so you always have access to the files you need. Universal Clipboard allows you to copy content, including text, images, photos and video from one Apple device and paste it in another. Apple Pay comes to the Mac in Sierra so it is even easier to shop securely and privately online. And Photos now helps you rediscover your meaningful memories, organize your library and perfect shots like a pro.

macOS Sierra is a major update that makes your Mac smarter and more helpful than ever with improvements to the apps you know and love and great new features throughout. With macOS Sierra, you can get information, find files and multitask using Siri, access your Desktop and Documents from anywhere, copy and paste between Macs and iOS devices, and rediscover precious memories in Photos.

— Craig Federighi, Apple’s senior vice president of Software Engineering

Siri Debuts on the Mac

Siri on the Mac is now just one click away. The familiar features of Siri are now on the Mac with brand-new capabilities specifically designed for the desktop. Easily accessible from the Dock, menu bar or keyboard, Siri lets you use your voice to search for information, find files and send messages. For example you can ask Siri to locate a specific document you worked on last night, add a meeting to your calendar or start a FaceTime® call. With Siri on the Mac, you can also drag and drop items from Siri search results into your documents or emails, pin Siri search results in Notification Center to keep an eye on information like sports scores or stock prices, and even adjust system preferences, set reminders and search your Photos library. With its debut on Mac, Siri is now on all four Apple software platforms — iOS, macOS, watchOS and tvOS — and handles two billion requests per week across 36 countries.

Your Desktop & Documents on All Your Devices

With macOS Sierra you can automatically have all the files on your Desktop and in your Documents folder on any Mac, iOS device or even PC. You simply save your files on your Desktop or within your Documents folder as you usually do and you will have them everywhere you need them. You can access your files on your iPhone and iPad in the iCloud Drive® app and on iCloud.com or the iCloud for Windows app. And when you log into a second Mac, your files are automatically on the Desktop and in the Documents folder, exactly where you saved them.

Copy & Paste Between Devices

Continuity across your Apple devices also gets better in macOS Sierra. With Universal Clipboard, the contents of your clipboard are available across all your Apple devices via iCloud. You can easily copy and paste text, images, photos and video between your Mac and your iPhone and iPad.

Tabs in Almost Every App

To help you navigate your Desktop with more efficiency, macOS Sierra takes the popular Tabs feature from Safari® and makes it available across Mac apps that support multiple windows, including Maps, Mail, Pages®, Numbers®, Keynote® and TextEdit, and even third-party apps. With Tabs you can browse multiple locations in Maps without losing your place, copy and paste between Pages documents in full screen, or quickly jump between multiple email drafts in Mail.

Picture in Picture on the Mac

You can now keep an eye on one thing while working on another. macOS Sierra lets you float video from Safari or iTunes® in a window over your desktop as you work, and even resize, drag and pin video to any corner of your screen. The video stays put when you switch spaces, so you’ll never miss a thing.

Shopping on Your Mac with Apple Pay

Users love to shop online using their Macs and with macOS the shopping experience in Safari is now even better. Apple Pay on the web makes it easy to make secure and private purchases when shopping on participating websites. You no longer need to share credit or debit card numbers with an online merchant and actual card numbers are not stored on your device, nor on Apple servers. Just look for the Apple Pay button at checkout on many of your favorite shopping sites and complete your purchase with Touch ID® on your iPhone or by using your Apple Watch®. Strong encryption protects all communication between your devices and Apple Pay servers, and Apple Pay does not track your purchases.

Rediscover Memories with Photos

The new Memories feature in Photos helps you rediscover favorite and forgotten moments deep in your Photos library by automatically creating curated collections of occasions like a first birthday party, wedding or family vacation. With new advanced computer vision, Photos now understands the people, places and things inside your images using on-device facial, object and scene recognition and location information to group images into albums. The People feature automatically groups your photos into Albums based on who is in them. Places now displays your photos on a world map so you can see where they were taken. And, perfecting your photos like a pro is now even easier with the new Brilliance tool, which pulls in highlights and adds contrast to enhance details throughout your images.

Additional macOS Features

Auto Unlock lets you simply walk up to your Mac while wearing your authenticated Apple Watch and be automatically logged into your desktop. Optimized Storage frees up space when your Mac starts getting full by storing infrequently used items in iCloud and reminding you to delete used app installers, and even clearing out duplicate downloads, caches, logs and more. Messages makes conversations more interesting, now allowing you to preview web links and watch video clips within the app, post reactions like a heart, thumbs up and more directly onto a message bubble with Tapback, and use bigger emoji for more message impact. Apple Music® in iTunes makes it even easier to discover new music and browse exclusives and new releases. Privacy in macOS Security and privacy are fundamental to the design of Apple hardware, software and services. iMessage and FaceTime use end-to-end encryption to protect your data by making it unreadable by Apple and others. Services like Siri and Maps send data to Apple’s servers, but this data is not used to build user profiles, and Photos uses on-device intelligence to organize your images using facial, object and scene recognition.

Starting with macOS Sierra, Apple is using technology called Differential Privacy to help discover the usage patterns of a large number of users without compromising individual privacy. In macOS Sierra, this technology will help improve autocorrect suggestions and Lookup Hints in Notes.

Availability

The developer preview of macOS Sierra is available to Apple Developer Program members at developer.apple.com starting today. Mac users can sign up for the macOS Sierra Beta Program today and download the software starting in July at beta.apple.com. The final version will be available for free from the Mac App Store® this Spring.

 

WhatsApp Launches Desktop App for Mac

WhatsApp today announced the launch of a desktop app for Mac OS X, allowing users to easily carry on their conversations from their computers natively. The move comes several months after debuting a web version of its popular chat service.

Today we’re introducing a desktop app so you have a new way to stay in touch anytime and anywhere – whether on your phone or computer at home or work. Like WhatsApp Web, our desktop app is simply an extension of your phone: the app mirrors conversations and messages from your mobile device.

The new desktop app is available for Mac OS 10.9 and above and Windows 8 and supports native desktop notifications, keyboard shortcuts and more. The app also syncs to users’ mobile devices, which means that notifications and conversations are mirrored in the desktop app. 

To download the free app, WhatsApp users have to go to whatsapp.com/download from their desktop browser. Once the app is downloaded, users will be presented with a QR code. To scan the code, users will have to use the WhatsApp app on their phone, going into the app’s settings and clicking “WhatsApp Web” to activate the QR code scanner.

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.

OS X El Capitan Available as a Free Update On Wednesday 30 September 2015

Apple today announced that OS X El Capitan, the latest major release of the world’s most advanced desktop operating system, will be available on Wednesday, September 30 as a free update for Mac users. El Capitan builds on the groundbreaking features and beautiful design of OS X Yosemite, refining the Mac experience with updates to window management, built-in apps and Spotlight search, and performance improvements to make everyday activities — like launching and switching apps, opening PDFs and accessing email — faster and more responsive.

“People love using their Macs, and one of the biggest reasons is the power and ease-of-use of OS X,” said Craig Federighi, Apple’s senior vice president of Software Engineering. “El Capitan refines the Mac experience and improves performance in a lot of little ways that make a very big difference. Feedback from our OS X beta program has been incredibly positive and we think customers are going to love their Macs even more with El Capitan.”

Refinements to the Mac Experience
El Capitan gives you simpler and smarter ways to do the things you do most with your Mac. A streamlined Mission Control® makes it easier to see and organize everything you have open on your Mac. With a single swipe, Mission Control arranges all your windows in a single layer so you can find the window you need even faster. When your desktop gets crowded, simply drag a window to the top of your screen to create a new Space and spread out your work. And the new Split View feature automatically positions two app windows side-by-side in full screen so you can work with both apps without distraction.

Spotlight gets even smarter in El Capitan. You can now use Spotlight to check stock prices, weather conditions and forecasts, sports scores, schedules and standings, and even athlete information. You can also search with Spotlight to find a file using natural language. Simply type “email from Harrison in April” or “presentation I worked on yesterday” and Spotlight will help you find exactly what you are looking for. You can resize the Spotlight window to display more results or move it anywhere on your desktop.

OS X built-in apps are even better in El Capitan. Safari® now features Pinned Sites to keep your favorite websites open and active and a new mute button to quickly silence browser audio from any tab. Mail introduces Smart Suggestions, which recognizes names or events in a Mail message and prompts you to add them to your contacts or calendar with a single click. You can also swipe to delete messages, just like in iOS, and juggle multiple emails while Mail is in full screen. In Photos, you can now edit locations, batch change descriptions, sort albums by date or title, and take editing to the next level with third-party editing extensions from your favorite developers.

El Capitan features an all-new Notes app that lets you drag and drop photos, PDFs, videos and other files into a note, and add content directly from other apps, such as Safari web links or Maps locations, using the Share menu. Easy-to-create checklists help you keep track of important to-do items, and the new Attachments Browser organizes your attachments in one simple view, making it easy to find what you’re looking for. With iCloud®, your notes stay in sync so you can create notes on one device and edit them or check off items on your other devices.

Improvements to System Performance
OS X El Capitan improves system performance across your Mac, making many of the things you do everyday faster and more responsive. Metal™, Apple’s groundbreaking graphics technology, accelerates Core Animation and Core Graphics to boost system-level rendering by up to 50 percent, and efficiency by up to 40 percent, resulting in faster graphics performance for everyday apps.* Metal also takes full advantage of your CPU and GPU, delivering up to 10 times faster draw call performance for a richer, more fluid experience in games and pro apps.*

El Capitan also features enhanced international language support, including a new Chinese system font for both Traditional and Simplified, with 50,000 beautifully designed characters for crisp on-screen readability. Chinese keyboard input methods now offer regularly updated vocabulary lists and a smarter candidate window. El Capitan makes entering Japanese text faster by automatically transforming Hiragana into written Japanese and reducing the need to individually select and confirm word conversions. You can now also select the perfect font for your documents using four new Japanese typefaces.

Pricing & Availability
OS X El Capitan is available as a free update starting Wednesday, 30 September from the Mac App Store℠. El Capitan supports all Macs introduced in 2009 and later, and some models introduced in 2007 and 2008.

Apple Preview OX X El Capitan

Apple Preview it’s new version on OS X called El Capitan.

“OS X delivers unparalleled integration between Mac hardware, iOS devices, apps and online services, and has helped Mac sales outpace the PC industry every year for the last decade,” said Craig Federighi, Apple’s senior vice president of Software Engineering. “Customers loved last year’s landmark OS X Yosemite release and made it the fastest-adopted PC operating system ever. With El Capitan, we’re further refining the Mac experience with enhancements to window management, Spotlight and built-in apps, and improving performance so everyday activities — from launching apps to accessing email — are faster and more responsive.”

Refinements to the Mac Experience
OS X El Capitan refinements begin with the new system font, San Francisco, a modern and easy-to-read typeface that looks stunning on a Retina® display. Mission Control®, the quickest way to view all open windows, has a cleaner design so you can find the window you need even faster. When your desktop gets crowded, simply drag a window to the top of your screen to access the new Spaces Bar in Mission Control and create a new Space, OS X’s intuitive way to group applications. And, the new Split View feature automatically positions two app windows side-by-side in full screen so you can work with both apps without distraction.

Built-in apps are even more streamlined in El Capitan. Safari® now features Pinned Sites to keep your favorite websites open and active in your tab bar and a new mute button to quickly silence browser audio from any tab. Mail introduces Smart Suggestions, which recognizes names or events in a Mail message and prompts you to add them to your contacts or calendar with a single click. You can also now swipe to delete messages, just like in iOS, and juggle multiple emails while Mail is in full screen. In Photos, you can add locations to a single image or an entire Moment, and sort albums by date or title. Additionally, you’ll be able to download third-party editing extensions from the Mac App Store℠ and access them directly within the Photos app.

With the all-new Notes app in El Capitan you can drag and drop photos, PDFs, videos and other files into notes, and add content directly from other apps, such as Safari or Maps, using the Share menu. Easy-to-create checklists help you keep track of important to-do items, and the new Attachments Browser organizes your attachments in one simple view, making it easy to find what you’re looking for. With iCloud®, your notes stay in sync across all your enabled devices.

Spotlight gets even smarter in El Capitan, generating results for even more topics, including weather, stocks, sports, transit and web video. You can now resize the Spotlight window to display more results or move it anywhere on your desktop, and use natural language to find documents and files on your Mac based on when they were created or who you sent them to.

Improvements to System Performance 
OS X El Capitan improves system performance across your Mac, making many of the things you do everyday faster and more responsive. Metal, Apple’s groundbreaking graphics technology, accelerates Core Animation and Core Graphics to boost system-level rendering by up to 50 percent,* and efficiency by up to 40 percent,** resulting in faster graphics performance for everyday apps. Metal also takes full advantage of your CPU and GPU, delivering up to 10 times faster draw call performance for a richer, more fluid experience in games and pro apps.*

El Capitan also features enhanced international language support, including a new Chinese system font for both Traditional and Simplified, with 50,000 beautifully designed characters for crisp on-screen readability. Chinese keyboard input methods now offer regularly updated vocabulary lists and a smarter candidate window. El Capitan makes entering Japanese text faster by automatically transforming Hiragana into written Japanese and reducing the need to individually select and confirm word conversions. You can now also select the perfect font for your documents using four new Japanese typefaces.

Split View automatically positions two apps side by side, using every pixel of your Mac display.

New gestures make it easier than ever to do quick actions like deleting a message in Mail.

El Capitan is available to developers today.

A public beta will be available in July with a public release in October 2015

Apple Announces OS X 10.10 Yosemite

Apple today announced the latest version of OS X, Yosemite, at its Worldwide Developers Conference in San Francisco, CA with a brand new user interface designed for clarity and utility, iCloud Drive and improved continuity between iOS devices and Mac.

Notification Centre

The new UI is very similar to the flat look of iOS 7 with translucent windows, a new dock and app icons and an all-new notification centre with a Today pane and both first- and third-party widgets like Weather and SportsCenter. There’s also a new dark mode, which lets users turn the overall interface into the more darkened tone of Notification Centre.

Spotlight

Also new to the UI is a brand new interface for Spotlight, which looks like third-party Mac apps like Bartender and Quicksilver and pops up in the centre of the desktop. The new Spotlight allows users to not only search through their computer, but online through sources like Wikipedia, Yelp and movie times. In addition, Spotlight can do certain conversions, like converting miles to kilometres.

iCloud Drive

The second big improvement is iCloud Drive, a Dropbox-like addition that syncs all your documents across Macs, iOS devices and Windows. It allows users to browse documents and photos on devices even if they’re not stored on that device.

Mail

Mail’s improvements include Mail Drop and Markup. Mail Drop’s intention is to solve the problem of sending attachments that are far too large and result in failed sendings. iCloud now encrypts the attachments and sends the recipient a link to the attachment if it’s too large. Attachments, however, are limited to 5 GB. Markup, on the other hand, allows users to sketch and doodle on emails.

Safari

Safari has also seen improvements with a new tab view, increased privacy, and new HTML 5 video, which allows for 2 hours more battery life when streaming Netflix. The new tab view allows users to see a bird’s eye view of all open tabs and allowing users to bunch tabs together. In addition, Safari includes 6.5x faster on Javascript and includes WebGL, SPDY, IndexedDB, Javascript Promises, CSS Shapes and more.

AirDrop, Handoff, Messages, Phone

Continuity is the biggest new feature of OS X Yosemite, improving the connection between Macs and iOS devices. AirDrop now allows users to share items between iOS devices and Macs. Handoff is a new feature that allows devices near you to recognise when you’re using a Mac. For instance, it allows users to answer phone calls to their iPhone on their Mac, instantly start a Hotspot from your iPhone and allows users to see “green dot” conversations on their Mac.

OSX Yosemite will be available to Developers immediately and will be available to the public later this year for Free.

Apple To Preview OSX 10.10 At WWDC

Along with a preview of iOS 8 Apple will preview OSX 10.10 at WWDC later today. OSX 10.10 is rumoured to be called Yosemite or El Cap based on banners on display at the Moscone Centre.

Apple’s desktop and mobile platforms have never looked more different. When iOS ditched textures for flat design in iOS 7, OS X took a few of those cues, but it didn’t go nearly far enough. System and app icons still look very textured, and the “layering” of windows over backgrounds — which looks great in places like Launchpad — could use more of a presence.

At the same time, the basic UI of Apple-grown apps such as iTunes, iPhoto and Aperture is long overdue for a refresh. Other music services, including Xbox Music and Google Play, have shown how well a strong visual UI can work, while Adobe Lightroom completely outclasses the experience in Apple’s photo apps. It’s time for some more spice in the iLife.

AirDrop

OSX and iOS both have Airdrop however these service don’t work with each other. Apple is rumoured to fix this issue in OSX.

Siri

OSX already has some sort of voice assistance but it is not Siri. OSX will most likely integrate Siri throughout the OS.

Apple releases OS X Mavericks

At a Media Event on Tuesday, Apple released OS X Mavericks and will be available to download on the Mac App store for FREE to all users today. Apple previewed Mavericks at WWDC in June.

Mavericks will include enhanced multiple-monitor support, big improvements to the Notification Center, an improved Finder, better power management, and improved performance in Safari. 

Mavericks also includes a number of brand new features, including a new iCloud Keychain function to save passwords across iOS and Mac devices, new Mac apps for iBooks and Apple Maps, along with UI redesigns for a number of built-in applications.

Apple Sends Out Invitations for October 22 Media Event

Apple has just issued media invitations for its October 22 media event where the company is expected to introduce its next-generation iPad, iPad mini models, the all new Mac Pro and OS X Mavericks.

The event will be held at the Yerba Buena Center for the Arts in San Francisco and will begin at 17:00pm South African Time. The invitation tagline reads “We still have a lot to cover.”

The event is expect to focus on the iPad but will include some Mac related announcements.