2011 iPad keynote (yerba Buena building)

With Apple’s September 10 keynote now officially a go, die-hard fans and watchers alike are falling over each other as they scramble to unearth the subtlest of hints from the invite graphics in their never-ending quest of deciphering the meaning of life. For the most people, yours truly included, it’s just naturally assuming those colorful dots set against the white background tip off colorized iPhones.

But isn’t that kinda too obvious? Thanks to the folks who think differently and put much more thought into it than your average person, I can figure out such stuff that would have otherwise never crossed my mind. Take, for example, Twitter user i0livier who in a series of tweets reminded us that Apple used a similar design theme two years ago.

Bear with me for just a second…

The image top of post pictures San Francisco’s Yerba Buena Center for the Arts, as seen on March 2, 2011, when late CEO Steve Jobs took the stage to unveil Apple’s second-generation iPad.

Below is the Apple invitation that went out to select members of the press this morning.

Apple invite (September 10 2013)

Notice any similarities?

Here’s a look at it from a different angle, via Wikipedia.

2011 iPad keynote (yerba Buena building, Wikipedia 001)

And another one, via CNET.


How about the differences?

The poster nails it: the 2011 dots were textured and 2013 ones are – well – flattened.

I haven’t seen anyone make this connection yet.

“Guess what they also brought to iPad that same day – bright colors,” another tweet reads. He’s of course referring to the iPad’s Smart Covers, seen below.

iPad 2 Smart Cover (family 001)

Just an important caveat here: the well-connected Apple pundit Jim Dalrymple has nope’d September iPads. Again, there will be no iPad 5 or second-generation iPad mini next Tuesday – Apple is most definitely going to announce these at their own media event in October or possibly even later.

Another curious tidbit our poster gleaned by adding up the ‘5’s in iPhone names: the iPhone 5S + iPhone 5C = September 10, at 10am, which is when Apple’s keynote is scheduled to take place.

Screen Shot 2013-09-04 at 01.15.38

Next up, the iPad 2 keynote also saw the introduction of iOS 4.3.

Let’s add the numbers from the iOS 4.3 build designation: four plus three equals seven – as in, a seventh-generation iPhone that is the iPhone 5S.

Cool, no?

On top of his observations, I’ve managed to count ten differently colored dots on Apple’s invite: white, yellow, gold, green, light/dark blue, pink, purple, red and orange.

What gives?

iPhone 5C (Case Mate, Evleaks 003)
Case-Mate’s iPhone 5C aftermarket cases.

Can you guess how many color flavors Apple is currently offering for the Smart Covers?

Let me just admit it outright: I’m not much of a Kremlinologist. That being said, I’ve posted this not only for entertainment purposes, but for the sake of discussion as well.

Bas van der Ploeg splash image idownloadblog

Don’t be shy: see what you can conjure up or just chime in with your $0.02 in the comments below – even if predicting what Apple will or will not do is for the most part a fool’s game.

Signing off, here are a few iPhone wallpapers to brighten your day.

Image top of post is credited to MacLife.

  • chumawumba

    New Smart Covers!

    The 4+3= 7 thing may be a bit of a stretch though.

  • Jonathan

    Will the iPad have multiple colors besides the smart cover?

  • Ian Jackson

    No report about the iPhone crash bug? 😛

  • ✪ aidan harris ✪

    At this point I don’t know what to think. No one has proved or disproved a fingerprint sensor yet so as far as I’m concerned come September the 10th anything could happen…

    • chumawumba

      decompiling iOS 7 beta reveals mentions of fingerprint technology

      • ✪ aidan harris ✪

        I mean in terms of the sensor. There’s only been one reported leak which is far from convincing…

    • Senith Deelaka Ranchagoda

      But there’s a new home button leak with a weird square thing… It could be the fingerprint sensor…. 🙂

  • Charlie Val

    Look at all those smarties. Apple doesn’t like KitKat.

  • Neil Sardesai

    The whole flat look just seems so…cheap :/
    I miss skeuomorphism.

    • Danuel Carr

      So downgrade while you you still can. I for one am loving IOS 7.

  • seyss

    I already told my boss I’m not coming to work next Tue (goona burn some extra hours I have). I hope they’ll air the keynote on AppleTV

  • David Villamizar

    I think they use the colors to represent the different colors available for the iPhone 5C, and when they say “This should brighten everyone’s day”, they use the word “everyone’s” showing a clue to the more accessible iPhone.

    • Gregory Kitchens

      yeah i said that in another post. Those are the only two logical conclusions that can be drawn.

  • seyss

    hey I’m feeling stupid, but I just realized the “C” in iPhone 5C means “color”….

  • ɑղժɾҽա

    That background would look really nice if Apple made it a dynamic background.

  • batongxue

    I’ve been waiting for them to give a keynote titled “you said you want a revolution”.
    I know it’s not going to be 2013.
    Maybe next year.

    • mehrab

      This year was big tho:ios 7ipad mini iphone 5″s now the 5s with amazing hardware but the iphone 6 will be a revolution no doubt they are hinting us now

      • batongxue

        I think next year is THE critical time for Apple to prove something.
        They must and I guess they will.

  • Gregory Kitchens

    Seems a bit far fetched. Apple certainly looks ahead to the future, but also prides its self in simplicity, functionality, and etc. What purpose would it serve to have iOS 4.3 add up to iOS 7, and how does 5+5= 91010? (9/10/2013 10:00AM) it could also add up to just 10, or October 10 10pm, or there could actually be no low end iPhone at all. Its all ridiculous to me, and maybe there is is a connection, but if so, for what purpose. If it doesn’t make sense, it ins’t true, and I guarantee apple looks at things the same way. The only thing the invite logically connects is colors, which are already more apperant in iOS 7, and the word “everyone” which could literally mean “hey maybe you’ve had a bad day, this will make it better” or it could mean a budget iPhone, or it could mean they’re giving away free devices. Who knows, speculation drives me crazy. I love to read into things, but logic shouldn’t be thrown out the window. just goes to show that if you look for something hard enough, you’ll find it anywhere. I’m surprised no one has seen a Jesus image foretelling the 2nd coming hidden in it yet.

    • William Kosch

      I agree so much. Thanks for posting this.

  • Core

    um the colors are flat so the ios is a iphone 5c. im so sick of these articles they do it every year

  • Marly Marl

    You guys want this so bad that you put meaning where there isnt even any meaning at all. Just proves that if u look har enuff for something then ull find it anywhere.

  • MagnificentN


    C is the 3rd number of the alphabet, 3 + 5 = 8 + 10th september = 18

    25 dots on the invite poster

    25 – 18 = 7 = ios 7

    i = 9th number
    o = 15th
    s = 19th

    9 + 15 = 24

    24 – 19 = 5

    iOS is 3 letters so 3 in the alphabet is C which means


  • iOops

    I’m thinking about a blue 5C.. might not be too bad, especially if the price is good. (my i5 is scratched so bad it’s an embarrassment to show in public)

  • laszlo gaspar

    Could we even end up seeing the 5S in a variety of colours.

  • maverickmax

    i think apple may have planned on revealing a sort of social network..