Our world of information and technology is an amazing one but when things go wrong they go really, really wrong.
The most recent example was a massive 12 hour outage of Apple sevices, which included the iTunes store. That means half a day where no one could download new songs, movies or apps, with the issue potentially costing the company close to $50 million, and that's before you take into account the fact that customers may be less willing to trust the service in the future.
The company has spoken out to admit that the fault was theirs - apparently Apple engineers caused a domain name system (DNS) error which managed to take these stores offline while also distupting email and access to documents stored in the Cloud. The issue effected users in at least 40 countries. Worse still, some of the pages would load and you could access movie and song titles but they just wouldn't download - leaving customers also wondering if they were going to be charged despite not receiving their content.
It's the kind of press the tech giant certainly won't want, especially as it ramps up to release its most significant new product since the iPad in the Apple Watch and it remains to be seen if they're going to offer anything to customers who were inconvenienced by the outage.