Apple Music executive Jimmy Iovine told CBS he found that women “found it difficult” to find what sort of music they liked because they were too busy thinking about boys.

Iovine joined CBS to hawk Apple Play’s curated playlists which the music streaming service provides and was talking about why he used three women in the adverts for the service. 

Iovine had an odd explanation for why he chose the three.

“I just thought of a problem: Girls are sitting around talking about boys. Or complaining about boys, when they have their heart broken, or whatever. And they need music for that, right? It’s hard to find the right music. Not everybody knows a DJ.”

What? Women are sitting at home focusing on boys all the time and they can’t find the right music? And you bought shedloads of advertising in that socially retarded premise?

Needless to say Iovine’s comments went down like a bucket of cold sick among “real women” rather than the verson in his head, who do not spend their time pining over boys and really did not like being patronised by an Apple exec.

Firstly there were those women DJs who can mix it with the best of them who felt that for someone who claimed to know about the music industry completely Iovine forgot that. Then there were women who didn't like boys.  It appeared that were even those who felt by indicating what he thought women wanted Iovine was giving them a good reason not to use the service.

After all who wanted someone like Iovine selecting what women wanted when he clearly didn’t have a clue.

“Thank you for dumbing down women everywhere, Mr. Iovine. As if we couldn’t use our tiny brains to discover music all on our own,” was one Tweet we saw.

Yep, you can almost hear the sound of Apple’s PR taking time out from thinking how she can please her man to slash her wrists.  Needless to say she didn't.  She grabbed him by the scruff of the neck and made him bang out an apology to all women everywhere.