Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
I've had several stunned e-mails from readers this week.
Perhaps buried in the deep tradition that is Apple, they've developed perplexed complexions on seeing Apple's launch ad for the iPhone 6S.
What has caused them to come over all conniptive? Why, it's the sight of Selena Gomez, the former child star and now extremely popular singer and actress, in the new Apple ad.
In part, the ad is a standard, cheery explanation of what the new phone can do. Feel your pressure, for example. Finger pressure, that is. However, there are also known faces.
Apple hasn't often slipped stars into its launch ads for phones. Some might argue that the inclusion of Bill Hader in this ad maintains that trend. But the presence of Gomez seems to have, in at least a few people, incited a tinge of "What has the world come to?"
Is Apple avowedly, openly appealing to the teeny segments of society? Well, yes, I do believe it is.
What was once a brand that had a slightly more niche core now wants to embrace not only all demographics, but the whole world. That's what happens when you become the strongest brand in the whole world.
But what about the fact that Gomez is glorifying the selfie?
Is Apple actually encouraging narcissism? Oh, how can you stop the selfie phenomenon? You just can't. Humanity and technology have formed a pact and it's a self-regarding one on both sides.
Samsung, for example, once bathed in Ellen Degeneres. More recently, though, the company has taken a more balanced view, "
Apple isn't the Apple of old. It's thinking different in a way that might disturb hard-liners who still think Dylan and Jobs were the last great artists.
Global domination isn't an easy task. Sometimes you have to make compromises. Ask Vladimir Putin.
I cannot confirm that the next Apple ad will include any members of One Direction, any Disney stars or a Jenner sister.