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Apple announced the iPhone 7 on Twitter before it announced it on stage

Never tweet.

image of a tweet announcing iPhone 7, from apple, released early Apple

Apple’s new iPhone 7, which goes on sale September 16, will have new cameras. It will be water-resistant. It will have stereo speakers. And it will have a longer batter life.

Apple hasn’t said any of this onstage at its keynote yet, but Apple already announced those details via its Twitter account.

Apple promptly deleted that Tweet and a few others, but the cat is not coming back into the bag.

image of a tweet announcing iPhone 7, from apple, released early Apple

Our corporate cousins at The Verge have helpfully compiled all of this into a full-blown feature — with a GIF! Meanwhile, as I type this, Apple is still in the warm-up phase of its keynote. And I’m offering a special prize to the first publicist who sends me a pitch with the What Social Media Managers Can Learn From Apple’s Twitter Blunder subject line.

This article originally appeared on Recode.net.

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