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Brands and companies had a field day today trying to ridicule the announcement of the new iPhone’s by Apple.

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It’s not unusual for companies to try to ride each other’s coattails during notable events, but Apple days are particularly ripe for corporate PR maneuvers that are always too clever by a half. It doesn’t seem to make a difference if you’re selling pancakes or polycarbonate phones: as long as they can ride the hype wave, companies are eager and willing for rapid-response self-promotion on Twitter and elsewhere.

Here are some of our favorite reaction tweets from today:

What do you think about the comebacks? Do share with us any great ones that we might have missed.

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