Apple’s event today wasn’t really overshadowed by its technical problems, but it felt like it was. I could tell you that the video feed started and stopped, began again, dropped out to colour bars, ran catchup like a Benny Hill sequence and when it would come back would also be accompanied by a Japanese translation soundtrack.

I could tell you all that and it would be true but it doesn’t convey the frustration. I truly do not know why I carried on watching. Actually, I gave up many times, but still I was drawn back. And eventually it did work – but the live feed ran so many minutes behind reality that I had to hide my iPhone to ignore texts that were coming through from people who happened to have a better feed.

But the texts, they did come. Because of the Apple Watch.

By the time that was announced on my screen, the feed was fixed and the frustrations were fading. But I have to wonder: is the reason I’m not fussed about the new iPhones just that they were announced when the feed was down?

Video and systems and launches and infrastructure are crucial – and Apple got it wrong today.