Honestly, I never thought I’d hear today’s version of Apple say such a thing: “We missed the mark with this video and we’re sorry.”

Then again, the natives don’t usually show up at Apple’s door, pitchforks in hand. However forced the apology might have been, kudos to Apple for respecting customers enough to admit its error.

That said, given that Apple “missed the mark” by a few light years, it’s fair to ask: How the hell could this even happen in the first place?