Vratislav Holub A month ago, we saw the introduction of the new iPhone 14 (Pro) series, which brings with it a number of rather interesting novelties. For example, all models received a practical function for automatic detection of a car accident, which also came to the new Apple Watch. This is a great rescue function. It can detect a possible car accident and call you for help. The Cupertino giant even released a short advertisement for this new feature, in which it shows the power of this option and briefly summarizes how it actually works.
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Flying around the world with Apple However, the new advertisement opened a rather interesting discussion among apple growers. The spot showed an iPhone showing the time 7:48. And that is the main reason for the aforementioned discussion, in which users try to come up with the best possible explanation. Since the introduction of the first iPhone, Apple has followed the tradition of depicting iPhones and iPads with the time 9:41 in all advertisements and promotional materials. Now, perhaps for the first time, he has stepped back from this habit, and it is not entirely clear why he decided to do so.
Representation of time in advertising
But first, let's shed some light on why it is actually a tradition to depict the time 9:41. In this regard, we have to go back a few years, as this habit is related to the moment when Steve Jobs introduced the very first iPhone, which happened at this very time. Since then, it has become a tradition. At the same time, there was an explanation directly from Apple, according to which the giant tries to introduce the most important products in the 40th minute. But timing the keynote exactly is not easy, so they added an extra minute just to be sure. However, the first explanation fits better.
In the past, the giant has already presented us with several products (for example, iPad or iPhone 5S), which appeared in the first 15 minutes of the keynote. As we mentioned above, since then Apple has stuck to one and the same scheme - whenever you see promotional materials and ads depicting the iPhone or iPad, you always see the same time on them, which is more or less commonplace for Apple products.
Car accident detection on Apple Watch
Why Apple changed the time in the car accident detection ad
But the new ad comes with a rather interesting change. As we mentioned right at the beginning, instead of 9:41, the iPhone shows 7:48 here. But why? Several theories have appeared on this topic. Some apple users are of the opinion that this is just a mistake that no one noticed during the creation of the video. However, most do not agree with this statement. Honestly, it is rather unlikely that something like this would happen - every advertisement has to go through a number of people before being published, and it would be a really strange coincidence if no one noticed such "mistakes".
Fortunately, there is a much more plausible explanation. A car accident can be a highly traumatic experience with huge consequences. That's why it's possible that Apple doesn't want to associate its traditional time with something like that. He would practically go against himself. The same explanation is offered in yet another case where Apple changed the original traditional time to another. In an ad summarizing the most important news from the September conference, the giant shows the function of calling SOS via satellite, which can save you even if you have no signal at all. In this particular passage, the time shown on the iPhone is 7:52, and it is quite possible that it was changed for the exact same reason.
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Pavel Jelic 