Busy night for Apple earlier this week. Not only did they unveil a brand new invention (the pencil) which subsequently got mocked to shit by the Internet, they also managed to spark a feminist backlash after “forcing a woman to smile” during one of their demos.

Not an actual woman though, just a picture of a woman to demonstrate that they have the technology to turn a serious pout into a smile. As so:

https://vine.co/v/etUKtWAVrTT

Pretty harmless, right? Nothing to get your panties in a twist over? Come on now, it’s 2015 — of course people got their panties in a twist:

https://twitter.com/joshuajenkins/status/641671439624437760

Apple just *had* to make their demo a digital version of “Hey, baby, you’d be so pretty if you smiled!” street talk.

— Joshua Benton (@jbenton) September 9, 2015

https://twitter.com/lhockenson/status/641667831914987520?ref_src=twsrc%5Etfw

how did someone at Apple OR Adobe not think through the optics of a dude "fixing" a woman's smile?

— Beth Carpenter /// Sylvia Wrath (@bethshanna) September 9, 2015

So you're telling me no one in @apple PR previewed this Adobe demo and was like "guys, let's not force a woman to smile during this."

— Nilkanth Patel (@nilkanthjp) September 9, 2015

https://twitter.com/selenalarson/status/641668596314144768?ref_src=twsrc%5Etfw

https://twitter.com/mckinneykelsey/status/641668369041752064?ref_src=twsrc%5Etfw

So, the only woman on stage at the Apple Event so far has been a man showing how to Photoshop a woman's smile. Mmmmkkkkk.

— Biz Carson (@bizcarson) September 9, 2015

Yeah, come on Apple. How do you expect the world to get excited over an XXL-size iPad and pencil when you go and insult an entire gender on the same night. Did that model in the photos who you paid to feature in your presentation give you permission to make her smile? Never make a woman smile without her permission. Cheers.

Wait till these same people get a load of South Korea’s ‘permanent smile‘ surgery trend.