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The Historical Archives2018 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.

Original image has been replaced. Credit: Mashable

It 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...

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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.

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

This Tweet is currently unavailable. It might be loading or has been removed.

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 Impossibletheme 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.

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