July 25, 2025, 1:14 pm | Read time: 2 minutes
You might think the time displayed on iPhones in product photos is arbitrary. But it’s not–TECHBOOK explains the significance behind the 9:41 a.m. time.
When you look at product photos of iPhones, the time seems to stand still–at least for the smartphones! The iPhone always shows the same time in photos: 9:41 a.m. TECHBOOK explains why this is the case.
Read more from our colleagues at STYLEBOOK: Why clocks in ads always show the same time
iPhone Time Has a Long Tradition
This peculiarity dates back to the first iPhone in 2007. The time on iPhones is a tradition that Apple continues to uphold years later. The tech giant unveils new iPhones each year in so-called keynotes–presentations for invited employees and journalists. In 2007, this was still conducted by then-CEO Steve Jobs, who unveiled the first iPhone that year.
The iPhone Unveiling Was Planned for 9:41 a.m.
Apple’s keynotes are meticulously organized. Steve Jobs was known for his perfectionism, and the timing of the iPhone’s public unveiling was no accident. At the start of an Apple keynote, which always begins at 9 a.m. local time, there is usually a review of the past fiscal year. About forty minutes were allocated for this back then–then Apple planned to unveil the iPhone.
And that’s why iPhones in product images always show the time 9:41 a.m.: When the unveiling occurred during the keynote, the impression was meant to be that the images of the iPhones were actually displayed live. Steve Jobs didn’t hit exactly minute 41 with the unveiling–and moreover, the company initially showed the iPhone only in its powered-off state. However, the time remains as the approximate moment when Apple first presented the iPhone.
In later presentations, Apple wasn’t as precise. The time at which the company unveils the new iPhone generation in one of the September keynotes varies from year to year. The only exception is the Apple Watch; its product photos always show the time 10:09 a.m.