Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
The fall Apple event isn't a product reveal.
It's a show.
So to warm up to attendees Wednesday morning at San Francisco's Bill Graham Civic Auditorium, CEO Tim Cook decided to sing.
More precisely, he sat in James Corden's famous SUV and sang with utter gusto.
To One Republic.
This is, as he has revealed in the past, his favorite band. The band even played at Apple's 30th anniversary picnic.
No, it's not quite Bob Dylan, favored by Steve Jobs. But there's something commendable about declaring your musical love whatever it may be.
Cook and Corden were joined in the car by Pharrell Williams.
After Cook performed his vibrant One Republic song "I Lived," the three intoned "Sweet Home Alabama," a song of Cook's home state.
Apple has ordered 16 "Carpool Karaoke" episodes for its music service. (Corden hosts "The Late Late Show" on CBS, which owns CNET.)
To see Cook showing open humanity was quite charming.
He even donned extremely silly glasses that only Elton John could pull off. Or even put on.
Somehow, you can't imagine too many CEOs choosing to expose themselves in this way.
Even if, at heart, it was an ad for Apple Music.