Apple have come under heavy fire with their latest music playing technology that they have built into a rather natty looking silk tie.
The tie comes in a variety of colours, and has a wireless link to Apple's notebook and desktop range in order to upload music. Controlled via discrete switches on the reverse, the tie has all the functionality of the iPod Nano, with a capacity to store three thousand hours of music.
So far so good, but Apple chose the name iTie for their latest invention, angering the Italian community in America.
"We object to the name which sounds like the derogatory term for Italian Americans," said Sue Parla, spokesperson for the Society of Italian Americans.
Steve Jobs is blasé about the naming controversy.
"It's just a name," he said in a press conference. "It's not even spelled the same, and I doubt any user of the iTie would even have made the connection if SIA hadn't brought it to their attention."
Ms Parla provided the question on everybody's lips:
"Yes, but it's not very PC is it?"
Steve Jobs paused for a moment, and replied. "No it's not, but that's kind of the point: we're Apple."