Throughout the course of Apple's iPhone 6 marketing blitz, the obsessives among you may have noticed something a little odd.
It's always 9:41.
Yes, always. Take a moment to look around the iPhone hub on Apple's site, and you'll see that the phones are all somehow frozen in time.
The numerologist in you might try and find evidence of an Illuminati code or occult symbology, but the real reason is allegedly far less nefarious.
It's actually a nod to Steve Jobs' time at the company, when the first iPhone debuted. When Jobs finished his famous keynote at the Macworld conference in 2007, the phone displayed 9:42. From then on, Apple's marketing literature displayed that time on the phone.
Then the iPad came around and things changed — but only by a minute. Scott Forestall, then the senior vice president of iPhone software, explained it all in 2010.
"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. But we know we won’t hit 40 minutes exactly. And for the iPhone, we made it 42 minutes. It turned out we were pretty accurate with that estimate, so for the iPad, we made it 41 minutes. And there you are — the secret of the magic time."