The 2018 Apple event at Steve Jobs Theater in Cupertino, California has finally arrived, and minutes before it began, CEO Tim Cook didn't seem prepared. Just before the event was set to begin, Cook tweeted a cryptic and confusing message that the world assumed was meant to be a direct message. Image: screengrab/twitterIt happens to the best of us, but unfortunately Cook has 10.9 million followers watching from around the world, so... embarrassing, right? Well, not so fast... SEE ALSO: Live from Apple's 2018 iPhone event The tweet was quickly deleted, but not before people grabbed screenshots and poked fun at the CEO for what they assumed must be a mistake. Tim Cook DM fail just before the Apple event pic.twitter.com/Y6rsd0rgH7 — James Cook (@JamesLiamCook) September 12, 2018 On the same day Apple leaked its entire iPhone lineup naming, CEO Tim Cook made a DM fail on Twitter pic.twitter.com/AgYC7NOTkx — Tom Warren (@tomwarren) September 12, 2018 Even Tim cook accidentally tweets his DMs, huh? pic.twitter.com/u2t4jFZebZ — ⚡️ Owen Williams (@ow) September 12, 2018 But when the event began, it became clear the whole thing was a set-up. The opening video features an Apple employee sprinting across the company's sprawling campus to the Steve Jobs Theater carrying a mysterious box, while the Mission Impossible theme plays in the background. The box, it's revealed in the end, contains Cook's clicker. It seems Cook knew what he was doing all along and just wanted to rattle fans' cages before the big reveal with a fake Twitter DM slip up. Nicely played, dude. WATCH: You can own a fully functional vintage Apple-1 computer — but it'll cost you
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