Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
It's been a bit of a theme over the last, oh, 20 years at least.
There are those who believe Apple isn't very good at having its own ideas, but just waits until other companies launch first and then copies the best parts.
After all, even Steve Jobs himself mused that: "Good artists copy, great artists steal."
Tim Cook wishes you would just stop with the "Apple copies others" thing.
In an interview with Fast Company, Apple's CEO was asked: "How do you decide when it's OK to follow?" (He was given Face ID as an area where the company has led, and HomePod as one where it has followed.)
"I wouldn't say 'follow.'" said Cook. "I wouldn't use that word because that implies we waited for somebody to see what they were doing."
Oh, but surely Apple likes to peek at, say, at new Samsung phone, just in case there's some fine ideas it can use as inspiration. Or simply purloin, as Samsung itself suggested in a recent condescending ad.
Cook explained that the mere suggestion that Apple follows misunderstands how the company is run.
"What's happening if you look under the sheets, which we probably don't let people do, is that we start projects years before they come out," he said. "You could take every one of our products -- iPod, iPhone, iPad, Apple Watch -- they weren't the first, but they were the first modern one, right?"
Ah, so modern is the opposite of, say, Samsung? Do I have that right?
Apple didn't immediately respond to a request for comment.