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.
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.
At least one Apple employee saw the funny side.
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...