Technology giant Apple has now officially launched the latest version of its popular iPhone.
While the announcement of the impending iPhone 6 and Apple Watch has been greatly anticipated, the biggest star of the event may not actually be the products themselves.
This is according to a number of publications analysing the social media reactions to the Apple launch.
As a company that has shied away from creating its own corporate social media accounts, Apple is currently dominating platforms such as Twitter and Vine. Additionally, news sources across the globe are publishing articles on various angles.
Even without an official corporate profile on Twitter, it is likely that Apple's communications professionals will be using social media tracking to monitor the huge response to the event.
There are perhaps two key lessons to be learned about the launch, judging from popular topics of conversation on Twitter.
One may be the fans' responses to technical issues impacting on their ability to watch the livestream of the event. The official video was marred with problems, as hundreds of thousands of viewers attempted to watch the event over the internet.
This failed to dampen the spirits of many fans, however, with many posting humorous and encouraging messages on Twitter regarding their problems.
Nevertheless, this may have been a situation where an official Apple Twitter account could have come in handy - with the company able to directly respond to some users with a solution to their issues.
Another important reaction to the event is social media's response to the outfit of one particular guest.
Chief Technical Officer at game development firm Super Evil Megacorp, Tommy Krul - now affectionately known as "scarf guy" - made the fateful decision to wear a purple infinity scarf on stage at the event.
Those watching the livestream at home were quick to share their opinions on the ensemble on social media, with many posting to popular opinion site, Twitter.
"Skip the phone, I want to know where this guy got that incredible scarf ensemble," Twitter user @RyanMaue mused.
The massive response to this simple aspect of the event is great news for the game development company speaking at the time. In a section of the Apple launch that may have otherwise been forgotten in the shadow of the iPhone and Apple Watch announcements, the choice of scarf has thrust Super Evil Megacorp into the spotlight.