Each year, millions of viewers worldwide tune in to watch Apple’s highly anticipated annual event. It’s the moment when the company unveils its latest innovations, from new iPhones and Apple Watches to a range of upcoming gadgets.
So, when Mashable reached out to our data team to analyze how this major tech event influenced activity on Pornhub, our statisticians were eager to dive into the numbers!
To catch all the action, our statisticians focused on the number of pages being viewed each minute on Pornhub, which reflects both the number of visitors in the U.S. and how active those visitors were when browsing pages and videos.
The event took place September 9, 2025. It began at 1pm EDT, with a 16.2% drop in traffic for Apple users, and an increase of 0.8% for non-Apple users. As the event progressed, traffic from Apple users continued to drop.
When Apple unveiled the AirPods Pro 3 at the start of the show, traffic fell by 12.9% for Apple users by 1:07pm EDT and increased 1.7% for non-Apple users.
By 1:21pm EDT, when Apple unveiled the Apple Watch Series 11, traffic from Apple users was down 15.3% and up 0.8% from non-Apple users.
The biggest draw this year was the new models of iPhone. They presented three different types, the standard, the Air, and the Pro versions.
The standard version came first at 1:34pm EDT. Traffic from Apple users saw the biggest drop of the event, with 16.6% below average from Apple traffic, and an increase of 0.7% above average from non-Apple users.
When Apple unveiled the iPhone 17 Air, traffic dropped 16.6% for Apple users and increased 1.9% for non-Apple users at 1:47pm EDT.
The finale of the event was the iPhone 17 Pro. Traffic from Apple users dropped by 15.8% at 1:59pm EDT, and increased 0.7% by non-Apple users.
As the event ended, traffic from Apple users remained below average until approximately 2:33pm EDT, while traffic from non-Apple users remained slightly above average.
Overall, the drops in traffic from Apple users mirrored that of last year’s Apple Insights.
We hope you enjoyed this edition of the Apple Event Insights 2025!