Apple = Circle = America = 50 (All in Ordinal)
America = 129 (Jewish); September 12, or 12/9
The date is right for Apple largely for this reason.
9/12/2018 = 9+1+2+2+0+1+8 = 23
September 12, or 12/9, also has this parallel to 'Smartphone'.
12/9 or 129....
And don't forget, Apple is the company that priced their first consumer computer at $666.
The Greek practice of coding numbers into words is 'Isopsephy'.
666 is the Number of the BEAST.
O is the 15th letter
47 is the 15th prime
O is a circle...
When you write out 'fifty', it sums to 66. 666 is taught about in the 66th book of the Bible.
666 is the 'number of the beast', the 'number of a man'.
Also, that slogan, 'Gather Round', points to Freemasonry.