Apple is reported to have fired an engineer after his daughter posted a hands-on of the new iPhone X.
Brooke Amelia Peterson posted the video to YouTube after visiting the Apple campus to see her dad.
The video went viral, leading to her father getting dismissed for violating the company's notoriously strict rules around secrecy, according to the Daily Mirror.
Although some filming of the product was allowed prior to the product's introduction, the video further breached the company's protocol as a Notes app displayed in the video showed the codenames of unreleased Apple products. Special employee-only QR codes can also be seen.
Peterson explained her father had been handed the sack, after four years of employment, in a second video uploaded later on.
"You know what, guys? Hate on me all you want, but please don't hate on my father, because he's the best person," she said.
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"At the end of the day, when you work for Apple it doesn't matter how good of a person you are, if you break a rule you've gotta go."
She said: "I'm not mad at Apple, I'm not going to stop buying Apple products. Rules are in place for the safety and happiness of workers, and my dad takes absolutely full responsibility for the one rule that he broke."
Although Apple asked Peterson to remove the video - which she subsequently did - by that time it had been picked up and spread around by media outlets.
The landmark device, which celebrates ten years of the iPhone, isn't even available to the public yet and already there are rumours swimming about that the demand will far outweigh the supply.
Such is the severity of these rumours, it's believed that there won't be enough made to satisfy customers until 2018, according to Indy100.
When asked by BuzzFeed about the possible shortage, Chief Executive Officer of Apple Tim Cook replies.: "We'll see what happens. But we'll be working as hard as possible to make as many as possible."
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