Apple's brand new Twitter account got surprisingly active today when it went ahead and announced the iPhone 7 before Tim Cook could get to it on stage. A series of tweets were send out as advertisements, showing photos and video of the new iPhone and highlighting some of its top features.

The tweets appear to have been sent out accidentally. Apple pulled them just a few minutes after they began spreading around, but they'd racked up thousands of retweets by then. The tweets revealed various top line features of the phone, including new colors, water resistance, and a dual camera.

Apple certainly wanted to draw attention to its Twitter account now that it's active — though this probably wasn't how it had planned.

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Tim Cook opens Apple's big event