Apple’s 2018 iPhone keynote went off without a hitch and without hardly any surprises. Except for one created by Tim Cook.
Moments before Cook was set to take the stage at the Steve Jobs Theater, the Apple CEO tweeted out what appeared to be an erroneous DM that was viewable to the entire world.
“No. Who can get it here quickly?” was all Tim wrote. The short tweet was quickly deleted but not before the entire blogosphere saw it. And totally fell for it.
— Heather Kelly (@heatherkelly) September 12, 2018
What could Tim Cook possibly need just minutes before Apple’s big event? Had someone forgotten to give him an iPhone XS Max to show off on stage? Was there a new AirPad prototype ready for the masses?
It turns out that it was just a brilliant bit of showmanship trolling.
As fans worried that there might be problems with Apple’s keynote and whether that could mean it would be delayed, Tim Cook got the last laugh. As soon as the opening film for the keynote started playing it was revealed Tim was just looking for his precious slideshow clicker.
It was an excellent surprise for a keynote that was completely devoid of surprises.
Now, maybe if Tim could get back to work on squashing leaks he might be able to bust out a few shockers at the next keynote.