So, Apple had their huge media launch yesterday, and while a lot of things went right for them, there was one particular moment that didn't. At all.
As Craig Federighi introduced the long-awaited iPhone X to audiences, he demonstrated their brand new, pioneering facial recognition tech with aplomb.
At least, that's what he tried to do.
"Here is iPhone X," he announced. "Now, unlocking it is as easy as looking at it and swiping up..." he trailed off. "Y'know, let's try that again," he muttered, awkwardly.
Yes, Apple's first live demonstration of Face ID failed. In front of everybody. Bad going, guys.
"Let's, uh, go to back up here," Craig added, as he tried to rescue his pitch and hope that no-one had noticed.
Unfortunately, a lot of people had of course noticed the live stream stumble, and were more than ready to make a few jokes at Face ID's expense over on social media.
Oh, and Apple's stock prices also appeared to plummet at around the same time, too. We wouldn't like to be poor Craig Federighi right now.
In other, more successful, iPhone X news, Apple have billed their new handset as "the biggest leap forward since the original iPhone", setting the "path for technology" for the next decade.
The pioneering product has dual rear 12-megapixel cameras, Face ID, an edge-to-edge display and – controversially – no home button.
