Apple’s yearly iPhone product unveiling, the Super Bowl of tech events, wasn’t a snoozer. But on almost all points, the outcome was preordained.

A torrent of leaks took the wind out of Apple’s sails in the weeks, days, and hours before the event. We knew the iPhone X’s new sizes and general features. We knew of the Apple Watch’s subtle redesign.

Yet, there were still ample sparks of electricity in the air. Few companies run a product rollout show quite like Apple, and none do it in a space like the unrivaled Steve Jobs Theater. Similar to its much larger cousin, the nearby Apple Park Spaceship Campus, the Steve Jobs Theater is round. And inside the main circle are more circles, right down to the corkscrewing glass elevator. It’s like a cascade of curves guiding you to Apple’s next best thing. The theater itself maximizes stage viewing from all angles. Just in case you grow sleepy, its sound system literally shakes your seat to wake you.

After a whimsical Mission Impossible-esque opening video that featured numerous Apple employees, including Apple CEO Tim Cook and, notably, Apple Watch lead Kevin Lynch, I watched Cook pace across the stage and lead with the Apple Watch Series 4 announcement.

It’s not unusual for Apple to use another product category as a preamble for its main event. In this case, however, the Apple Watch’s story is almost more compelling than that of the iPhone. Sure, we got three new iPhone X models—the 5.8-inch Xs ($999), the $1,099, 6.5-in Xs Max (RIP, “Plus”), and the more affordable Xr ($749). This being an “S” year, the former two models are major chip (A12 Bionic) and camera upgrades (12 MP with all new hardware and post-pic Bokeh adjustment) to the original iPhone X, but not wholesale redesigns. The more “entry-level” model is actually a newish design, blending the best parts of the iPhone X’s look and feel with cheaper materials, lots of body color choices, and a single 12 MP camera system. Apple atypically shoved their latest and most powerful mobile CPU into this iPhone X model as well.