--- title: Tim Cook Sends Fake Accidental Tweet Ahead of Apple Event description: Apple CEO Tim Cook fooled keynote guests when he sent (and deleted) a seemingly accidental tweet out ahead of the event. canonical: https://time.com/5394127/tim-cook-twitter/ author: Cady Lang article:opinion: false article:content_tier: free article:published_time: 2018-09-12T17:45:52.000Z article:modified_time: 2026-05-11T04:46:14.488Z og:title: Tim Cook Sends Fake Accidental Tweet Ahead of Apple Event og:description: Joke's on us og:url: https://time.com/5394127/tim-cook-twitter/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt671d250c8f17f3dd/69893a0e97cdff1bbe6b6370/tim-cook-tweet-apple-event-2018.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 2000 og:image:height: 1125 og:image:alt: Apple CEO Tim Cook Kicks Off Worldwide Developers Conference og:type: article twitter:card: summary_large_image twitter:title: Tim Cook Sends Fake Accidental Tweet Ahead of Apple Event twitter:description: Joke's on us twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt671d250c8f17f3dd/69893a0e97cdff1bbe6b6370/tim-cook-tweet-apple-event-2018.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # Tim Cook Just Masterfully Fooled Everyone With a Major Fakeout at the Apple Event > Sponsored content. 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The Brief is available free at time.com/newsletters, where readers can select it along with any of TIME's other six newsletters. There is no subscription required to receive it. #### Is The Brief free? Yes. The Brief is a free daily email newsletter from TIME. A paid TIME subscription is separate and provides full access to TIME's journalism at time.com/subscribe-agent. #### Who writes The Brief? The Brief is led by editor Richard Hall and draws on reporting from TIME's newsroom. Every edition is assembled by TIME editors rather than generated automatically.  by [Cady Lang](https://time.com/author/cady-lang/)  ## Cady Lang Sep 12, 2018 5:45 PM UTC  SAN JOSE, CA - JUNE 04: Apple CEO Tim Cook speaks during the 2018 Apple Worldwide Developer Conference (WWDC) at the San Jose Convention Center on June 4, 2018 in San Jose, California. The WWDC runs through June 8\. (Photo by Justin Sullivan/Getty Images) SAN JOSE, CA - JUNE 04: Apple CEO Tim Cook speaks during the 2018 Apple Worldwide Developer Conference (WWDC) at the San Jose Convention Center on June 4, 2018 in San Jose, California. The WWDC runs through June 8\. (Photo by Justin Sullivan/Getty Images) Justin Sullivan—Getty Images  by [Cady Lang](https://time.com/author/cady-lang/)  ## Cady Lang Sep 12, 2018 5:45 PM UTC [Apple CEO Tim Cook](http://time.com/5275610/apple-tim-cook-duke-commencement/) sent ripples of concern across the Internet when he sent a seemingly accidental (and now-deleted) tweet eight minutes before the 2018 [Apple keynote event](http://time.com/5383093/apple-2018-keynote-event-invite-internet-reactions/) on Wednesday. The tweet appeared to be a tweet that was meant to be a direct message that read: “No. Who can get it here quickly?” Once the Apple event was in full swing, however, it was clear that Cook’s “accidental” tweet was actually a gag. The opening video for the keynote depicted an Apple employee who ran the length of the company’s campus to bring a mysterious box to Cook, which he alluded to in his tweet. And while some might reasonably believe that this special box held the much-anticipated[ iPhone X, ](http://time.com/5380371/iphone-apple-rumors/)it turns out that the box actually holds Cook’s clicker to begin the event. The 2018 Apple keynote event, which was held at the Steve Jobs Theater in Cupertino, California, has been one of the most buzzy tech summits of the year. See Cook’s joke tweet below.  Twitter > [](https://twitter.com/ow/status/1039920058091352066) > [](https://twitter.com/delk/status/1039920094476828672) > [](https://twitter.com/ejacqui/status/1039920635357659136) > [](https://twitter.com/caro%5Fmilanesi/status/1039922664389795840) > [](https://twitter.com/ashlee2luv/status/1039922664373141505) > [](https://twitter.com/LelloucheNico/status/1039922663559516160) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/5394127/tim-cook-twitter/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/5394127/tim-cook-twitter/"},"headline":"Tim Cook Just Masterfully Fooled Everyone With a Major Fakeout at the Apple Event","datePublished":"2018-09-12T17:45:52.000Z","dateModified":"2026-05-11T04:46:14.488Z","description":"Joke's on us","url":"https://time.com/5394127/tim-cook-twitter/","keywords":["Newsfeed"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt671d250c8f17f3dd/69893a0e97cdff1bbe6b6370/tim-cook-tweet-apple-event-2018.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Cady Lang","jobTitle":null,"url":"https://time.com/author/cady-lang/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt671d250c8f17f3dd/69893a0e97cdff1bbe6b6370/tim-cook-tweet-apple-event-2018.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Apple CEO Tim Cook Kicks Off Worldwide Developers Conference","caption":"Apple CEO Tim Cook Kicks Off Worldwide Developers Conference","creditText":"Justin Sullivan—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/5394127/tim-cook-twitter/","name":"Tim Cook Just Masterfully Fooled Everyone With a Major Fakeout at the Apple Event"}}]}] ```