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The Roller Coaster of Emotions That Is iPhone Launch Day

The roller coaster of emotions that is Apple launch day cannot be tamed. The annual September Spectacular begins today with speculation and ends in heartbreak and/or gold iPhone 6s. Relive all of the feels in this emotional GIF guide to Apple product unveilings.

The days leading up to the launch.

With rumors a-swirling, new iOS gadgets are all you can think about. Your decrepit, cracked iPhone 4 begins to feel green with envy.

Did someone say . . . GOLD?!

When photos of a gilded iPhone 6 and iPad Air surface, glamour nodes go into overdrive.

Tweet. I. Must.

Frantically looking for the livestream, vigorously tweeting tech feels, and surfing the web for when and where to buy . . . furious typing begins as soon as the event does.

Hanging on to Tim Cook's every word.

Timmy does such a great job introducing every "amazing" feature, and you just can't look away. A fingerprint sensor?! Icons that pop off the screen? What is this, the future?!?

When it's not what you expected.

So maybe you didn't get an iWatch, or the much-anticipated Apple TV, or even longer battery life — but there's no need to wallow in the window. There's always next year.

When someone next to you has the new iPhone — and you don't.

Who do they think they are . . . early adopters?? It wasn't even an impressive release and the next generation will be totally worth the wait. They'll have figured out time travel then. Right?

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