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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
Peter Kafka covers media and technology, and their intersection, at Vox. Many of his stories can be found in his Kafka on Media newsletter, and he also hosts the Recode Media podcast.

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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