Amazon and Apple both spoiled the unveiling of the new iPhone ahead of the smartphone's coming out party Wednesday afternoon.
Amazon launched a page showing cases for the then-unannounced iPhone 7 and iPhone 7 Plus about noon on Wednesday, roughly an hour ahead of the official event. Images of the cases showed the backs of both models, with the dual-camera setup of the iPhone 7 Plus sticking out of one of the cases.
The retailer also advertised bluetooth headphones, alluding to the phones' rumored but then-unannounced lack of a 3.5mm headphone jack.
It wasn't the only — or even the biggest — leak of the day. Apple's own Twitter account tweeted several photos of both iPhone models in addition to promotional images alluding to the devices' water resistance, according to TechCrunch. The tech company then deleted every tweet ever posted to its account.
NBC 4 New York has reached out to Amazon for comment.