For a company that generates more profits than any other ($18 billion during fiscal first quarter 2015), sits on a cash horde of nearly $200 billion, and has the gall to charge $150 for a watchband, stinginess is an unbecoming trait. Scratch that. Greediness. Putting profits before people, particularly devoted customers, when corporate advertising is all about how they matter more, is simply stupid public relations. In business, perception is everything.

So Apple’s reported decision to give away music for three months, without compensating artists, is cheapskates behavior that demands criticism, particularly about a company claiming that music means so much. Speaking to developers last week, CEO Tim Cook: “We love music, and music is such an important part of our lives and our culture”. Oh yeah? If it’s so important, why diminish its value? To zero. “We’ve had a long relationship with music at Apple”. For how much longer without artists’ cooperation? You don’t own the content, Mr. Cook.