It’s an iconic image, for an even more iconic product.

9:41 a.m.

You’ve seen it before…it’s in every single advertising picture of an iPhone. Ah! Now it clicks. You were probably sitting there thinking, “Hmm…sounds vaguely familiar, but I just can’t place it.”

Now that I mention the iPhone things suddenly come into focus: that picture of an iPhone, regardless of size or color, regardless of background…that picture with the time always set to 9:41 a.m.

What is it? Why is it there? These are the wrong questions to be asking. Ask a different one: How is Apple using this one time to dominate marketing as we know it?

Ah, now there’s the question to ask. But I know, we are a curious lot. So let me answer the initial question: 9:41 a.m. is the exact moment that Steve Jobs announced the iPad. Apple considers this a pivotal, watershed moment in technology. Thus, they mark it with the iconic image of an iPhone always set to that time. In fact, before the iPad was announced, iPhone images used to carry a different time in pictures: 9:42 a.m. Why? Because that was the exact time when Steve Jobs first introduced the world to the very first iPhone, another watershed moment in technology.

So, why is it there? Well, this question is connected to our more important question…How is Apple using a specific time to drive their marketing and dominate? Apple wants you to associate this time, no matter where you see it and no matter what device you see it on…they want you to associate this hour with their products. 9:42 a.m. It’s Apple time!

Do you see what they’ve done there? They have taken something so mundane, so everyday, and linked it to their products. Every time you see it, every time you hear it, there is a possibility you will think of them.

What do you have to say about this? I know what I have to say: Brilliant! Absolutely brilliant.

Now, what can you learn from them and how can you use it today in your own marketing…think about what they have done here, and let it take you down a new path in your marketing.

And the next time you see 9:41 a.m., think not so much about Apple itself, but think about how they are making you think. That’s how you want to market to your clients.

9:41 a.m.


Read the full article here: Mystery Solved! Why iPhone’s Clocks Are Always Set to 9:41 a.m. in Apple Ads