5 PR lessons from the iPhone 5 unveiling

With dramatic effect, Apple unveiled what it called ‘the most beautiful product we’ve ever made.’ PR people can learn from this highly anticipated event.

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In front of a crowd of reporters and Apple enthusiasts, Apple CEO Tim Cook and marketing chief Phil Schiller revealed the faster, lighter, thinner iPhone 5.

“It is an absolute jewel—the most beautiful product we’ve made, bar none,” Schiller said as the new device rose from the stage mounted on a pedestal.

The announcement sparked an explosion of activity on Twitter. During the event, which ran from 1 p.m. to 2 p.m. ET, Twitter mentions about the iPhone 5 surged to more than 180,000, according to SocialBakers. In the hour leading up to the event, mentions topped 150,000.

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