Apple's attempt to be a little more open, with its first official Twitter account, just dramatically backfired.
The super-secretive company leaked its own biggest news of the year via Twitter, posting video of the new iPhone about 45 minutes before its executives would reveal it onstage at the company's annual event in San Francisco. One video of the iPhone's waterproof features was shared 1,500 times before it was deleted.
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The account also revealed that the iPhone would have a dual camera, stereo speakers and longer battery life, and prompted people to pre-order it. The phone will be available September 16, another tweet said.
All of the posts were deleted about 10 minutes after they were published, giving the media enough time to write stories off the information.
