The awkward Apple stuff up you probably missed

WHEN Apple CEO Tim Cook took the stage this morning, everyone (who wasn’t asleep) was waiting with bated breath. It didn’t quite go as planned.

APPLE doesn’t tweet very much, in fact the company never tweets at all.

But today is not just any day for the tech giant, it was the biggest product launch event of the year so the social media team at Apple threw caution to the wind and decided to dip their toes into this tweeting business. It did not go well.

Events like this morning’s Apple product launch are highly orchestrated and insanely micromanaged with the intention of creating that highly coveted “buzz” among both consumers and investors.

Despite the inevitable leaks before such an event, they’re highly secretive and would require untold numbers of non disclosure agreements.

So it was a little funny when Apple shot itself in the foot this morning and prematurely announced the new features for the iPhone 7 before CEO Tim Cook had a chance to take the stage and tell the audience.

America’s CNBC was one of the first to seize on the accidental social media promotion.

“CEO Tim Cook has yet to unveil the device on stage in San Francisco, but here are the new specs,” it wrote.

“The device will feature new cameras, water-resistance, stereo speakers and longer battery life. A video reveals a sleek new shiny black device, a new colour for the iPhone 7 line.”

It wasn’t everything to be unveiled, but certainly some of the major bullet points.

Despite remaining completely inactive, the company has nearly half a million Twitter followers waiting for the company to spread its little blue wings.

And plenty of them had a little chuckle at the unfortunate stuff up.

That feeling when @Apple accidentally tweets out the iPhone 7 news before the big reveal on stage #AppleEvent pic.twitter.com/QndsEktDNX

— Mashable Tech (@mashabletech) September 7, 2016

The Apple twitter has never tweeted...until its first tweet, where they jumped the gun and leaked the new phone. pic.twitter.com/s3uMyCCu3F

— Scott Hanselman (@shanselman) September 7, 2016

.@Apple just deleted all of their tweets after accidentally revealing iPhone7 water resistance tweet early. #SocialMediaMarketing

— Kyle Harper (@TheyWereFlying) September 7, 2016

Somebody at @Apple got a little trigger happy and launched the announce tweet early. Or they auto-programmed without thinking time zones...

— Chris Safran (@ChrisSafran) September 7, 2016

Apple deleted their tweet lol what

— alec 👉🏿👌🏿 (@lGetLucky) September 7, 2016

It’s funny that the accidental early first Apple tweet still hasn’t returned. Has Apple canned its entire Twitter strategy immediately?

— Seamus Byrne (@seamus) September 7, 2016

$20 to anyone for proof that @Apple's #iPhone7 tweet was sent by an Android.

— Rafi Mittlefehldt (@rafimitt) September 7, 2016

For now Apple’s Twitter feed remains empty, while the rest of us wait for the company’s next attempt.

‘Apple hasn’t tweeted yet.’

Originally published as The awkward Apple stuff up you probably missed