Apple's attention to branding shines even when it photoshops Android


Apple's newest support video how to move from Android to iOS is helpful and all, but it also has one fun little Easter egg for the uninitiated. While using an Android phone prop to explain how your apps, files and photo migration will occur with the dedicated app it has in the Play Store, Apple clearly demonstrates the level of detail obsession it has when it comes to branding.

As you can see in the footage above, the phone is made to look like your generic Android with a run-of-the-mill interface but look at the top right corner where the status bar is, what do you see? That's right, the time shown is 9:41, but so what?

Apple is notorious for its affinity towards the exact 9:41 AM time that shows throughout its product render shots on its website, in stores, and on other marketing materials. There is a
story behind that decision, and it's that Apple's big product launches happen about 40 minutes into a keynote, so it timed the clock on its product renders to show a minute after so that the audience is left with the impression that the unveiling is indeed in real time. As per Apple's Scott Forstall:


Even if it is more than a minute off the mark, the infamous 9:41 AM has stayed as a branding mark for years now, and, seemingly, transfers even to doctored Android interfaces in Apple support videos. Talk about love of branding consistency.

FEATURED VIDEO

19 Comments

1. Phonehex

Posts: 720; Member since: Feb 16, 2016

So much "shine" that people are beginning to look away.

2. Aruminiumaian

Posts: 202; Member since: Jul 22, 2017

Yeah... And??? Also the phone exactly looks like Galaxy S7 running on Android 6.0 and nothing else.

3. shaineql

Posts: 516; Member since: Apr 28, 2014

Jeez wtf is going on with this website , this is news ????

4. blingblingthing

Posts: 773; Member since: Oct 23, 2012

This was worthy of a whole article? Are these trivial things considered important to the Apple user..... The level of detail in a product note?

18. Finalflash

Posts: 4062; Member since: Jul 23, 2013

It is considered important to Apple. The overlords are watching.

5. afrohoxha

Posts: 202; Member since: Mar 13, 2014

A sponsored ad from PA ;)

6. BullDozer

Posts: 145; Member since: Dec 18, 2015

Useless vid. No one goes that direction anymore.

7. maherk

Posts: 6640; Member since: Feb 10, 2012

And people don't believe me when I say midan and Peaceboy have full time jobs at PA and write half of their stories.

10. sissy246

Posts: 6907; Member since: Mar 04, 2015

I believe you

11. midan

Posts: 2486; Member since: Oct 09, 2017

What?!?!? :D

9. ssallen

Posts: 109; Member since: Oct 06, 2017

God, this article is retarded. At this point you have to think that PA only gets paid by Apple if they post at least X articles about them a week.

12. midan

Posts: 2486; Member since: Oct 09, 2017

Then why you are here and even commenting? Why wouldn't they post articles about most talked company in the world if they see people click them? No-one force you to click these ;)

13. darkkjedii

Posts: 30687; Member since: Feb 05, 2011

That's the first post you've made, that I agree with. You didn't even troll him.

14. Vancetastic

Posts: 664; Member since: May 17, 2017

I gotta agree, too. Sure, this “article” reads like an ad, but if you’re not interested, why click and comment?

15. Wazupmrg

Posts: 135; Member since: Apr 10, 2017

You know what Apple is also consistent with? Being behind in technology while charging their blind customers heavy prices for 2 year old features

16. midan

Posts: 2486; Member since: Oct 09, 2017

So who has better face recognition than Apple? Does this mean that companies who only use front cam to face recognition are charging their blind customers with 2 year old features? ;)

17. midan

Posts: 2486; Member since: Oct 09, 2017

Or are you the one who decide what we want? And what we want to pay for ;) Sorry It doesn't work like that

19. Knownhost

Posts: 56; Member since: Nov 13, 2017

Apple offers little extra in newer models than can be found in older models. Like Google with its camera on the Pixel series, the only feature more advanced than its competitors' is FaceID, which arguably adds little, if anything, to the experience. When this stagnation happens, we see articles praising the time on the clock in an app description. Expect an article on the perfection of its speaker cutout or whatnot soon.

* Some comments have been hidden, because they don't meet the discussions rules.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.