Earlier than the planned time, too.
Apple's big iTunes announcement leaked early this afternoon, as the back catalogue of The Beatles went on sale on the iTunes Store for the first time.
Albums are being sold for £10.99 in the UK, with single tracks sold for £0.99. There is also a digital Beatles Box Set available for £125, which includes every studio album, plus a two-volume compilation and iTunes LP content.
Apple had been teasing an "exciting announcement" from iTunes at 3pm GMT this afternoon, but the Fab Four's back catalogue was available on the iTunes Store more than 20 minutes beforehand.
It's the first time the Beatles' back catalogue has been available from a digital music store, although it was sold on a limited edition USB drive last year.
Apple's official announcement is expected at 3pm GMT still, but Beatles fans can already download the albums and songs from the iTunes Store.
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