Apple’s events typically put the rest of the tech world on hold, and the same holds true for the porn industry. While Apple CEO Tim Cook announced the release dates and new features for the new iPhone 7 and 7 plus and the Apple Watch 2 on Wednesday, "the world's biggest porn site" says it experienced 9.5 percent drop in traffic around the globe.

Pornhub saw website traffic from users of Apple’s Safari browser dip by 8.8 percent while Cook announced Apple’s joint ventures with Nintendo and Nike in front of a fervid San Francisco crowd. Safari traffic quickly turned around and increased by six percent above regular levels for a Wednesday afternoon after the event was over, according to statistics released Friday by the website.

Pornhub said global traffic from iOS, Apple’s operating system, plunged 9.5 percent.

The company, which has seen similar slides in traffic during other major events like the NFL’s Super Bowl, said Apple’s iPhones and its tablet iPads are typically responsible for more than 35 percent of its 60 million daily visitors.

Major events, ranging from sports to even the release of highly anticipated video games, have affected Pornhub before. When the Cleveland Cavaliers in June were in the process of claiming their first NBA title by overcoming a 3-1 series deficit against the defending champion Golden State Warriors, the adult entertainment site witnessed a 20 percent decline in traffic across the Cleveland area during the first half of Game 7 and it fell off a cliff at 47 percent after the Cavs emerged victorious.

Last fall, following the release of designer and publisher Bethesda Game Studio’s “Fallout 4,” Pornhub saw a steady 10 percent decline as soon as the game was available for download in the early morning hours of Nov. 10 last year.