After years of telling Steve Jobs to go forth and multiply, Sony, the record label for the popular beat combo the Beatles agreed to sell the band's back catalogue online.
Most of Apple's iTunes customers will not know who the Beatles were and if they did would probably think they were old has-beens who copied Noel Gallagher.
Yet for some reason Apple, and therefore its tame press, considered the inclusion of the Beatles in the iTunes collection really important.
To make sure the tame press started to get moist about it, Apple issued a press release ordering its tame hacks to a press conference.
Typically they did not say what it was about. Only that it was about iTunes and "Tomorrow is just another day. That you'll never forget."
The idea behind this was to gather all sorts of idle speculation. After all a day most people would never forget is something really important – marriages, births, deaths or in case of an Apple fanboy their first sex with a real girl.
Of course a reality check should have made the hacks suspicious. What could Apple, which is a hardware company, possibly do to create a day you would never forget?
Even if Steve Jobs sodomised a badger on stage, while declaring Apple fanboys were stupid and his products were toss, it is unlikely to remain in the minds of the average person for longer than a week.
It lead many to think that Jobs was actually going to do something interesting with iTunes – perhaps making it cloud based, or work, or something. Anything. No? I would have forgotten about it by the time I had tapped out the story. Hardly a day I would never forget.
So what was it that Jobs got everyone out of bed for? That's right - he got to flog the boxed set of the Beatles. And the US press gave him a standing ovation and printed details of it including the price.
In short some of the top newspapers and websites in the world gave Steve Jobs a free advert when they would have spat on any other online retailer doing the same thing.
Now the press is full of stories about how this is somehow a milestone for humanity. EMI CEO Roger Faxon is quoted as saying this is "a great milestone in the development of digital music." Not really. If it was based on a significant band giving the thumbs up to digital music that milestone was crossed years ago.
In fact the only reason that Jobs didn't get the Beatles earlier was because for a long time he was at odds with the band's record label. The Beatles' rivals, the Rolling Stones not only lasted a lot longer, but have also been flogged online for a while.
Anyway a record seller peddling a record of a popular beat combo is not something anyone is going to have to join the French Legion to forget, nor is it something that all the major news papers have to report.
Not only are media standards dropping down the loo when advertising appears on the front page, but also the standards of the world tip downwards.
With Jobs and his tame fanboys in such a position of power it is possible to see the rot of consumerism and where it ultimately leads. Apple has become what Big Brother was to television and the media is whoring it up in exactly the same way. It is time that someone blew a whistle on the whole thing and said "we are going to treat Apple just like we do every other company."