Every year, the world stops to watch Apple reveal its shiny new toys. New iPhones. New watches. New innovations. Millions of eyeballs glued to one event.
But here’s the question we asked ourselves. What happens to Pornhub’s traffic when Apple takes the stage? Mashable wanted to know too, so they came to our data team. And our statisticians couldn’t crunch the numbers fast enough!
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, 2026. It began at 1pm EDT, with a -14% drop in traffic for Apple users, and a -2% drop for non-Apple users. As the event progressed, traffic from Apple users varied.
When Apple unveiled the new iPhone 18 Pro at the start of the show, traffic fell from -6% to a peak drop of –16.8% among Apple device users, while only -3% on non-Apple devices.
By 1:31pm EDT, when Apple unveiled the new AirPods 5, traffic returned to average, with an increase of +2% from Apple users and +3% from non-Apple users.
The new Apple Watch 12 failed to draw much more traffic, with a small of drop of -1% from Apple users at 1:37pm EDT and an increase of +3% from non-Apple users.
However, we registered the biggest traffic drop of recent Apple Live Event Insights with the release of the new iPhone Duo.
At 1:55pm EDT we began with “one more thing” and a drop in traffic of -18% from Apple users and -5% from non-Apple users. Then at 1:56 the event’s largest traffic drop occured when pageviews from Apple devices were –21.8% lower than the same time on an average day.
As the event ended at 2:15pm EDT, traffic from Apple users remained -7% below average, while traffic from non-Apple users remained 1% below average before tapering off to normal levels.
Overall, the iPhone Duo accounted for the biggest traffic drop of recent Apple events, while the remainder of the products garnered variable interest from users.
We hope you enjoyed this edition of Apple Insights 2026!