Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
Last week, Apple announced it was going to be making less money now.
This caused much weeping in the fanperson firmanent.
Apple, understanding this, immediately released an ad about onions.
Now it's gone one step further.
It being Mother's Day next Sunday, Cupertino has emitted an ad that is fully intended to make you break down, bow your head, sniffle and say: "Mom, how could I be so mean as to only send you flowers bought online at a discount?"
Here we have images and videos of moms and their kids. They're taken by real human beings, for this is another in the "Shot On iPhone" series.
The music explains: "I am who I am because you are." It's there to make you consider your place in life and weep a little at your mom's influence in that.
It is all, indeed, very moving.
Some will decide to visit their moms in person next Sunday. Some will only be able to send cards, flowers or extremely emotive texts with a couple of emojis tossed in.
But if you do go in person and decide to take selfies of you and your mom, please make sure that you don't make them blurry.
It's easy to get carried away, lose focus and then post imperfect iPhone pictures online -- as even happened once to Apple CEO Tim Cook.
After all, you want your pictures to get into next year's Apple Mother's Day ad, don't you?