April 24, 2015 11:37 AM EDT

Apple product launches have been known to go wrong. Servers have crashed (iPhone 3G). Mobs have thrown eggs (iPhone 4S). Line squatters have spoiled the optics (iPhone 6/6+).

There was nothing wrong with the optics Friday. Whatever is happening in the space where demand overwhelms supply is happening behind factory and firewalls, well out of sight.

What we’re seeing instead are three perfectly pitched TV ads and a queue of Parisians outside Colette on a sunny April day in Paris. AppleInsider’s Daniel Eran Dilger was there.

Things could still go bad, but so far so good.

Hats off to Angela Ahrendts, her team at Apple Retail and whoever else had a hand.

This article originally appeared on Fortune.

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