Could Apple have set their watch at 10:09 to suggest they are ahead of the curve?
Perhaps, but a quick look at other watch adverts suggest Apple are not the first to deviate from the 10 past 10 time.
That's because many companies show their watches at this time purely for aesthetic reasons.
It makes sense therefore to adjust it by just a few minutes around this standard time according to what particular brands think suit their timepiece best.
However it is thought that around 10 past 10 shows the watch at the best angle.