As reported to the FAA. Reports are unverified, and codes are left as the FAA publishes them.
What was found
SFO - INFLIGHT T0698/17 SMOKE IN CABIN AND COCKPIT ON ROTATION. AIRCRAFT RETURNED TO SFO AND LANDED WITHOUT INCIDENT. ACCOMPLISHED PACK BURN PER MCM 21-92-12 WITH NO DEFECTS NOTED. FUNCTIONAL CHECK FLIGHT OPERATED NORMAL. SYSTEM GROUND CHECKED NORMAL OPERATION.