When it comes to major tech brands like Apple, it's true to say that very little of what they do is an accident or unintentional.
This week saw the tenth anniversary of the launch of the landmark iPhone and Tim Cook, chief executive of Apple, hailed the landmark on Twitter.
He tweeted: “Here's to the #iPhone that changed the world, to the man who dreamed it, and the people at Apple who have never stopped looking to its future.”
Nothing much in that, you might think, as it's exactly what you'd expect from the boss on the day of a significant anniversary.
But some Twitter followers couldn't help but notice that the tweet was published at 9:41, which is the same as the time displayed on the iPhone image in the post.
The same time is also appearing on other Apple advertisements both on and offline. So is it significant? And if so, how?
Well, ten years ago when the very first iPhone was unveiled, co-founder of the company Steve Jobs arranged the big launch for 9am.
The actual reveal though came at 9:42, which maybe not entirely coincidentally, was the same time displayed in promotional images of the handset.
Scott Forstall, a former Apple chief executive, revealed a few years ago in an interview with the Atlantic that there is actually a reason for this.
“We design the product launch keynotes so that the big reveal of the product happens around 40 minutes into the presentation,” he commented.
“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.”
Mr Forstall said that when the iPhone was launched, it was “pretty accurate” with its 42-minute estimate, and managed to get it down to 41 minutes when the iPad was unveiled later on.
“And there you are – the secret of the magic time,” he said.
It's quite staggering just how much thought goes into even the smallest aspects of promoting a product, but given that it's Apple we're talking about, perhaps we shouldn't be too surprised to see such attention to detail.
So, if you're pushed for time on the day when the iPhone 8 is being launched, but can't miss the big reveal as it happens, perhaps you need to tune in 40 minutes after the scheduled start time.
We still don't have an actual date for the big unveiling yet, but rumours suggest it will be before the end of the year, possibly around September.
We're hoping that's correct, as it means we don't have that long to wait!