Apple’s product launches are always sleek, impeccably timed affairs shrouded in secrecy right up until the highly anticipated big reveal.
Unfortunately, the details of the new iPhone 7 were leaked on Wednesday hours before its official launch.
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The culprit? Apple itself.
A video showing the new model’s new design and water resistance was accidentally tweeted - then swiftly removed - before Apple CEO Tim Cook had revealed it on stage at the Bill Graham Civic Auditorium in San Francisco.
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At least one Apple employee saw the funny side.
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Whether or not Cook will view it in the same way is yet to be seen.
Check out the stories below for all the details from the event...