Apple keeps leaking its new iPhones before they're announced, and it has no one to blame but itself

Business Insider | 9/12/2017 | Dave Smith
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For the last two years, the details about Apple's latest iPhones have leaked before they were officially announced. And both times, the leaks were completely Apple's doing.

Last year, just hours before its big iPhone 7 event, Apple's Twitter account accidentally released a 15-second video that revealed the iPhone 7. The video confirmed the look and name of the new phone, as well as one of its colors (black) and biggest features (water-resistance).

Apple - Times - Video - Release - Date

Apple then tweeted two more times: It released another 15-second video showing the release date for the iPhone 7, and another tweet listing the iPhone 7's major features. Both tweets were deleted shortly thereafter, but the damage was already done. Apple's big iPhone 7 reveal was "spoiled" by the company's own Twitter account.

This year, two of the biggest leaks that reveal the next-generation iPhone also came from within Apple.

August - Code - Apple - HomePod - Speaker

In early August, code for Apple's HomePod speaker revealed important details about the next-generation iPhone, including its user interface and the now-famous "notch" at the top of the phone, where the display is cut out to make room for the phone's front-facing cameras and sensors.

And this past weekend, the final version of iOS 11 leaked on Reddit, which revealed key details about the new iPhones Apple will unveil on September 12. We learned the likely names of these phones — "iPhone 8" and "iPhone 8 Plus" will look like the iPhone 7 with some updates, whereas the forthcoming "iPhone X" will...
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