Apparently, for some, nothing can get them hot and bothered like a new iPhone launch. A lot of tech fans tuned in to watch as the iPhone X was officially revealed to the world and that meant a lot of people weren’t watching porn, according to Pornhub. Of course, Pornhub is one of the most popular websites for browsing NSFW content. For a large number of people, the sleek new iPhone was more attention grabbing than two (or more) sweaty people going at it.

Pornhub Saw Traffic Drop
Image: Keynote / Screenshot

So, just how many people turned off their porn to watch Tim Cook and friends on stage at the Steve Jobs Theater? Pornhub saw a 7% decrease in normal traffic from a usual day during the Apple event. Best of all, for those of you who like a good chart to look at, they are able to clearly show the dip in viewership and its immediate rise back to normalcy after the event.

Via Pornhub Insights

That’s a pretty obvious drop in porn viewers during the Apple keynote. This chart is kind of surprising for me in a few ways. First, there are enough people watching porn in the middle of the day that you can map a noticeable change in viewing habits. Secondly, Apple’s event is exciting enough that it can pull dedicated, mid-day porn viewers away from their niche fetish of choice.

This isn’t the only time Pornhub has a had a little fun with major pop culture events. They often like to show how big events can affect people’s porn watching habits. For example, they did the same kind of fun write up after the season premiere of “Game of Thrones.” In case you’re at work and you don’t want to click that Pornhub link; I will boil it down for you. Pornhub saw a clear 4.5% dip in their viewership during the Game of Thrones premiere. What that tells me is that people are more willing to stop their porn watching for an iPhone than they are for Game of Thrones. The iPhone was revealed in the middle of the day on a Tuesday and Game of Thrones plays on Sunday nights. What can I say? Tech sells.

I suppose it makes some sense, though. A lot of people watch Pornhub on their mobile devices. Upgrading their iPhone is an investment in their future porn watching sessions. For example, upgrading to the new iPhone X will give you a beautiful bezel-less OLED display. Porn is going to look so crisp and clear on that new device! It makes sense to set aside your porn momentarily to ensure you are in-the-know about what’s coming soon in mobile technology.

Of course, this 7% drop in viewership doesn’t reflect those who can multitask and enjoy their porn in one window while also watching the Apple keynote in another window. The only question is: which window do you mute?