Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
There was a time when most things Apple released were regarded as inherently fascinating.
It's harder, though, with the off-year S phones.
They might have new technological touches ---- but they still look like last year's iPhone 6s. And we are, if anything, superficial people.
So in order to add a little more pizzazz to the selling jazz, Apple has brought in Stephen Curry and Jamie Foxx.
In new ads, each has merely a cameo part. Each, though, represents yet another step by Apple to inject stars into its firmament.
And now the Golden State Warriors star -- his new season starts on Tuesday-- and the multi-talented Foxx offer their own glitz.
Curry's ad is all about the iPhone 6 S's camera. The ad seeks to insist -- as so many S phone ads do -- that everything is so completely different with this phone.
Indeed, everything about photos is magical and revolutionary now: Taking them, sharing them and making them move around are just examples.
Curry -- whose daughter Riley proved to be a better actor than him during last year's playoffs -- is required to do nothing more than be himself: Shoot, turn and pose. A little like a photo session, indeed.
Foxx has a slightly more demanding task. He has to act. He's there to demonstrate the hands-free Siri feature. He's dressing up and looking at himself in the mirror. He asks Siri whether she thinks he looks good. Apple's robot replies: "Judging from your voice, I'd say you must be fairly attractive."
Yes, Jamie Foxx is flirting with a robot. Or is the robot flirting with Jamie Foxx?
Foxx also has a cameo in Apple's 3D Touch ad launched last week. Again, he's asked to play on his vanity. A tough role that, for an actor.
This is all largely maintenance for Apple. Still, once upon a time the product was often the lone star -- save whenwafted into view.
Now Apple needs more stars all the time to look cooler. Perhaps this is because, as time goes by, it's moving closer and closer toward the fashion world. And most fashion ads have stars in them, don't they?