Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
When Apple launched its new streaming music service two months back, certain eyes streamed at the irony that this was nothing new.
This was, they said.
Apple tried to explain that this was different. Because, well, it had an Apple logo. This automatically made it different.
In theback in June, the song remained the same. In its latest ads, which debuted Sunday, Apple suggests that its service really is different because you can discover new artists.
I will pause for your astonishment.
The three new ads are simply and nicely done, in an oh-yes-I've-seen-this-before way. The most lengthy offers the usual, slightly unctuous Apple voiceover, this time by Trent Reznor, he of Nine Inch Nails fame.
It begins: "Music has never had a bigger place in our lives."
This feels tinged with bilge. Music has never been more of a commodity. I confess that the more music has been digitized, the less I've actually listened. Music just isn't that important anymore. It comes and it goes. There's just so much of it. It's there, but it's not there. It's lists, and it lists.
Still, the ad insists that Apple Music is the place where artists and fans "can discover one another." Yes, Taylor Swift will now be sending you heartfelt messages. Perhaps.
The point of all this is, apparently, that with Apple Music you will discover new music, because "it's powered by people who live and breathe music."
Wait, wasn't that the Jay Z sell when he launched Tidal in the weeks just ahead of Apple Music's debut? Just whose revolution is this?
Bay sings about craving. The problem with Apple Music is surely that no one is really craving it. I'm sure it's perfectly competent in its way. And I'm sure that many people have and will sign up because it's Apple.
Compelling, though? Compelling like a Bjork gig? Perhaps not.