The Steve Jobs Theater was jammed to the rafters - all one thousand seats full and standing room only - as Apple began its biggest keynote of the year.
Although much had been leaked ahead of time, there was plenty of detail that was new as Apple revealed the iPhone Xs, iPhone Xs Max and iPhone Xr.
By the way, I got every single one of those names wrong when I tried to guess them. And, I've asked around, but nobody has been able to tell me what the R signifies in iPhone Xr except that it indicates a connection to the iPhone Xs and confirms, most importantly, that this is an iPhone X-type experience.
Still, it's the phones themselves that matter and in the hand, they all looked and felt pretty cool.
iPhone Xs And iPhone Xs Max
The question mark over just how big the iPhone Xs Max would feel was quickly answered: just fine. If you can handle the iPhone 8 Plus, the iPhone Xs Max feels the same, though a little more high-end thanks to the shiny stainless-steel frame instead of the aluminum one found on the 8 Plus.
The notch was less dominating because the 6.5in display is bigger so the camera element proportionally smaller.
But although it's the same physical size as the iPhone 8 Plus, the edge-to-edge screen means your fingers and thumbs have bigger distances to travel than ever.
Then there's the color: the gold finish looks sumptuous, especially with the color-matched stainless steel edge, and the glass back is shaded a little more richly than the gold finish on the iPhone 8.
Design-wise, the iPhone Xs Max is a triumph, taking the successful elements of the iPhone X and adding a super-sharp screen and the prospect of improved battery life thanks to the biggest battery yet in an iPhone.
iPhone Xr
So, rather than keep the iPhone X in the range for a lower price, Apple's traditional route, the company has launched a whole new handset designed to attract a wider audience at a lower price point (from $749).
The price is pretty keen - lower than the iPhone 8 Plus was when it launched - and brings faces, literally, to Face ID.
Again, it's a handsome device, the colors beautifully realized, though personally I'd have preferred coral to have leant even more closely to orange.
But the yellow is fantastic: perky and somehow optimistic, enough to make you smile.
And Apple deserves praise for creating an LCD phone which really feels full-screen. The bezel is wider than on the OLED phones but still way better than on any other LCD handset.
Apple Watch Series 4
To be honest, this stole the show. The slimmer profile, the display with narrow bezels and the gorgeous new Watch faces will surely be enough to tempt many to buy into the Apple Watch system, and the reduced price on the Series 3 can't hurt, either.
And that's before you consider the benefits of an improved processor with increased responsiveness. Most importantly, there's the prospect of super-accurate heart reading with ECG (electrocardiogram) thanks to electrodes in the Digital Crown and Watch's ceramic back.
Not only does it look great but it feels terrific, thanks to its thinner profile - though it's the look, with that edge-to-edge display with curved edges that follow the shape of the case, that really take your breath away.
It's also worth noting that now every new model of Apple Watch has a ceramic back with superior transmission capabilities, potentially improving calls, for instance.
There weren't as many products announced as might have been hoped for, but they will come, and soon. Today, Apple didn’t want to dilute its focus. The announcements may even be enough to kick-start that longed-for super cycle of iPhone sales over the coming months, especially when the iPhone Xr goes on sale in October.
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