While we're knocking the opposition, here's a figure for you to digest.
It reportedly cost Apple more than $1m just to announce the launch of the iPhone 6 and 6 plus.
And that figure isn't just a pull-together of spurious work-hours and company time...it's a real figure for the bills Apple now has to pay for the announcement day.
It cost Apple $500,000 to hire the Flint Center for Performing Arts, just down the road from the company's HQ at 1, Infinite Loop.
Add to that the costs of security, policing the event, hiring car parks and putting up strange structures in the grounds of the center...and it tops $1m.
Tomorrow, Apple will unveil the next iPads, but that event is in the company's own specially-designed Press centre. So, it'll be comparatively cheap.
Oh...and the Apple website has already - by mistake presumably - told us what's going to be announced.
There'll be an iPad Air 2 and an iPad Mini 3, both of which look remarkably like their predecessors except they let you use your fingerprint to unlock them.
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