obviously, whoever made that never actually watched the keynote. Tim Cook never even talked about the earphones. nobody ever said the earphones just direct the sound "in your ear". the whole point is the earphones direct the sound into your ear CANALS, which becomes obvious at the point you actually take a look at their design. there's a difference compared to the conventional headphone design, which often pretty much directs half of the sound on the ear's concha. i like good Apple jokes as much as the next guy, but spreading bullshit is where internet went wrong in the first place.