Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
He could have been an explosive Samsung fan.
He could simply have been a man with political leanings toward summary violence.
What seems clear, at least according to a video posted online Thursday, is that a man walked into a French Apple store and began smashing as many iPhones as he could find (and a MacBook).
With a petanque ball.
Petanque balls, used in a game similar to bocce, are usually quite heavy. They're fine instruments of damage. But why would he have a petanque ball with him?
Had he just been sipping a kir royale and playing with his friends at a country house?
Or might he have brought the ball with him specifically to wreak destruction?
Well, he did have a cream glove with him, perhaps to perfect his grip.
The video was posted to Twitter by @Quentin_IOS and has since been taken down (though it can still be viewed on YouTube.) @Quentin IOS declined to give me his real name but said the action occurred in Dijon. He told me a friend of his had shot the video and sent it to him. It's already been retweeted more than 13,000 times.
@QuentinIOS said he believed the man had asked for a refund, but the store had refused.
Indeed, the man exclaims on the video: "Ladies and gentlemen, Apple is a company that violated European consumers' rights."
He added, "They refused to reimburse me, I told them 'Give me my money back'. They said no. So you know what's happening? This is happening."
Apple didn't immediately respond to a request for comment on this happening.
The unnamed man, who we realize could very well have been orchestrating a publicity stunt of some sort, appeared very meticulous in his smashing. He picked the upright phones up, placed them on the table and then rammed the petanque balls into their souls.
He was finally accosted by security personnel. He tried to run away, but the men in uniform were faster.
A little aggressive shoving and throat-clutching followed, until the man was pushed through a door in the shopping mall.
Thursday, Apple released an ad that encouraged customers to express themselves better. I feel fairly sure that this man's actions aren't quite what the company had in mind.