“I always knew that women, some women, at times find it very difficult to find music… Girls are sitting around, talking about boys, right? Or complaining about boys, when they have their heart broken or whatever, and they need music for that, right?”

Apple’s Jimmy Iovine is having to dig himself out of a hole this morning, after comments he made on CBS’ This Morning show made lots of women turn their pretty-little clueless-about-music heads away from their latest boy-talk to suggest that actually, perhaps he was being a bit of a generalising sexist. Within hours, an apology came.

“We created Apple Music to make finding the right music easier for everyone — men and women, young and old,” said Iovine. “Our new ad focuses on women, which is why I answered the way I did, but of course the same applies equally for men. I could have chosen my words better, and I apologise.”

Jimmy Iovine is 62, yet while you might roll your eyes but make excuses for your grandad for similar comments, as the key spokesperson for one of the world’s most high-profile digital services, the overnight criticism – and subsequent apology – is no surprise.

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