To start with as I said it, it's not the most beautiful place, yet it is next to a wonderful London building called Northumberland House, and ours looks drab and black by comparison.
Now people may think that reflection is something that happens in a dark, private room by candlelight or flashlight, to purge one's deepest, darkest secrets.
The room was packed with thousands of Apple enthusiasts, and the lights were dimmed, and all you could see was the giant Apple logo on the main screen.