Oops: Amazon iPhone 7 page went live a little early

September 7, 2016 6:14 PM

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SAN FRANCISCO — Turns out even massive corporations sometimes hit the send button when they don't mean to. Wednesday morning Amazon launched a specialized iPhone 7 accessory page hours before Apple made the actual announcement.

Apple is notoriously secretive prior to its product launches and takes great care to keep a tight lid on information about upcoming items, especially its yearly iPhone upgrade. But Amazon, followed by Apple's own tweets, stole some momentum from the day's big news.

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