Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
There was a time when Taylor Swift wanted Apple to fall on its face.
Cupertino wasn't going to pay artists royalties during the three-month trial period of Apple Music. (La Swift won the fight, of course.)
Now, here she is falling on her face for Apple Music. How swiftly times change in the music business.
In a new ad released on Friday, Swift gets on a treadmill, puts on her Beats headphones, selects Drake and Future's "Jumpman" on Apple Music, raps and runs.
Rapping and running takes skill.
Sadly, this is one of the skills Swift doesn't possess. Calamity ensues.
It's choreographed even better than her music videos. It's very funny, too. We all love to see people fall over -- especially famous people.
For her part, Swift announced on Twitter that this wasn't some made-up tale of twisted symbolism, concocted by Apple Music executives to show her who's boss.
"Based on true events," she tweeted. Of course, this being released on April Fool's Day might mean that Swift herself didn't actually do the falling, or it may not have been based on any true events at all. This hardly matters when something is amusing.
Apple Music and Swift have reached a peculiar level of coordination. Just before Christmas, her face and body were plastered over every computer screen at Apple stores.
It's as if she's suddenly become the principal spokesperson for attracting more people to the streaming service, which currently boasts 11 million subscribers to Spotify's 30 million.
Still, the message here is that Apple Music is "distractingly good." It may be. But how is it different?