--- title: Apple 2018 Keynote Event Invite Tickles the Internet's Fancy description: Apple's invites for its 2018 fall keynote event deighted the Internet — not just for the iPhone X launch, but the design of the invite. canonical: https://time.com/5383093/apple-2018-keynote-event-invite-internet-reactions/ author: Cady Lang article:opinion: false article:content_tier: free article:published_time: 2018-08-30T18:02:41.000Z article:modified_time: 2026-04-13T07:54:37.263Z og:title: The Internet Is Losing It Over Apple's Cryptic Event Invite og:description: Gather round og:url: https://time.com/5383093/apple-2018-keynote-event-invite-internet-reactions/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt3d0d974291124156/6989391d457a52060bd5f40f/apple-keynote-event-2018-invites-internet-reactions.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 og:image:width: 1200 og:image:height: 675 og:image:alt: View of large Apple store in Hong Kong og:type: article twitter:card: summary_large_image twitter:title: The Internet Is Losing It Over Apple's Cryptic Event Invite twitter:description: Gather round twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt3d0d974291124156/6989391d457a52060bd5f40f/apple-keynote-event-2018-invites-internet-reactions.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  # People Found All the Creative Ways to Fix The Apple Event Invitation  by [Cady Lang](https://time.com/author/cady-lang/)  ## Cady Lang Aug 30, 2018 6:02 PM UTC  View of large Apple store in Hong Kong View of large Apple store in Hong KongIain Masterton—Getty Images/Canopy  by [Cady Lang](https://time.com/author/cady-lang/)  ## Cady Lang Aug 30, 2018 6:02 PM UTC [Apple](http://time.com/5354617/apple-beat-third-quarter-expectations/) announced its much-anticipated [2018 fall keynote event](http://time.com/5382996/apple-iphone-event-date/) on Thursday, but it wasn’t just the imminent launch of the [much-lauded iPhone X](http://time.com/5380371/iphone-apple-rumors/) that had the Internet buzzing. Invites were sent out confirming the important event’s date as Wednesday, September 12, but Apple and technology enthusiasts seemed to be much more interested in the design of the invite, which featured a glowing rose gold circle with various rings set on a stark black background. This design was flanked by the laconic but apropos caption, “Gather round. Please join us for an Apple special event at the Steve Jobs Theater in Cupertino.” The succinct invite elicited all of the feelings from the Internet, who wasted no time in making the cryptic design and phrasing into the web’s latest source of amusement. Memes soon emerged on Twitter that riffed on the mysterious circle and caption, with plenty of new age, futuristic and tech jokes abounding. Twitter user Darth compared the mysterious circle to a black hole. > [](https://twitter.com/darth/status/1035205762417446912) While this Twitter user had a creepy _Stranger Things_ take on it. > [](https://twitter.com/CaseyNewton/status/1035198902847266817) While others found alternate, pragmatic uses for the circle on the invite. > [](https://twitter.com/ShortFormErnie/status/1035205815953698818) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/5383093/apple-2018-keynote-event-invite-internet-reactions/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/5383093/apple-2018-keynote-event-invite-internet-reactions/"},"headline":"People Found All the Creative Ways to Fix The Apple Event Invitation","datePublished":"2018-08-30T18:02:41.000Z","dateModified":"2026-04-13T07:54:37.263Z","description":"Gather round","url":"https://time.com/5383093/apple-2018-keynote-event-invite-internet-reactions/","keywords":["Newsfeed","viral"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt3d0d974291124156/6989391d457a52060bd5f40f/apple-keynote-event-2018-invites-internet-reactions.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Cady Lang","jobTitle":null,"url":"https://time.com/author/cady-lang/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt3d0d974291124156/6989391d457a52060bd5f40f/apple-keynote-event-2018-invites-internet-reactions.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"View of large Apple store in Hong Kong","caption":"View of large Apple store in Hong Kong","creditText":"Iain Masterton—Getty Images/Canopy","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/5383093/apple-2018-keynote-event-invite-internet-reactions/","name":"People Found All the Creative Ways to Fix The Apple Event Invitation"}}]}] ```