Earlier today, Apple aligned with the sun and moon to create a technological solar event known as the “launch” which, every year, makes this tech giant the centre of the universe and your step brother’s news feed.

In case you missed it, Apple unveiled the new iPhone 7 and Apple Watch Series 2. Both items were packed with hype and unnecessary features you might question at first but which ultimately allow you to give in to your inner-capitalist ego; you know, the one that made you wait in line for five hours at Yeezy’s pop-up store two weeks ago, and then told you it was a worthy investment of time and money? Don’t stress, it totally was.

Maintaining some consistency with the past, this latest Apple launch event copped a wave of criticism. Apple’s chief design officer, Joathan Ive said this line of Apple products had been “Painstakingly perfected to be as clean and beautiful as possible.” He also added, like he has every year, that this is the “best iPhone ever made”.

The iPhone 7 is divided into two classes: the iPhone 7 and the iPhone 7 Plus. New features in both models include the new colour of silky Jet Black, 25 percent greater light display, complete resistance to water and dust and the controversial removal of a headphone jack. Instead, the new iPhone comes with a pair of wireless earbuds which the tech giant has resourcefully named AirPods.

Aside from the concerns of being a potential choking hazard, AirPods have been grilled, roasted and most unforgivably meme’d on a gratuitous level. Folks were also quick to voice their disappointment over the new iPhone’s inability to allow users to engage in three-way FaceTime and conference calls. So far Twitter has been leading the way in calling out the tech giant on its incredibly minor, but still super-important flaws.

Below is just a brief selection of our favourites.

• Words: Vincent Dwyer