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An Apple music exec said it's difficult for women to find music and it's caused a storm

He’s apologised but the controversy rumbles on.

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JIMMY IOVINE IS the head of Apple’s streaming service and a well known music producer.

And now he’s headline news around the world after a controversial appearance on US TV yesterday.

Apple had just launched this new commercial featuring Kerry Washington, Mary, and  Taraji P. Henson

So Jimmy and Mary appeared on CBS’s This Morning show to have a chat about it

cbs YouTube YouTube

While talking about what the new streaming service will offer, Jimmy outlined its benefits to women in particular:

Women find it very difficult at times — some women — to find music…and this helps make it easier.

And then continued:

I just thought of a problem, you know: girls are sitting around, you know, talking about boys. Or complaining about boys, you know, when they’re heartbroken or whatever. And they need music for that, right? So it’s hard to find the right music, you know. Not everybody has the right lists, or knows a DJ or something. So you need great lists. You need great lists for dinner. You need great lists for exercising. You need great lists for moments like that.

People were not impressed

At all

The comment that women found it difficult to find music in particular was

Jimmy released a statement to Buzzfeed apologising about the whole thing:

We created Apple Music to make finding the right music easier for everyone — men and women, young and old. Our new ad focuses on women, which is why I answered the way I did, but of course the same applies equally for men. I could have chosen my words better, and I apologize.

But that’s not really quelled the legitimate outrage

And people have started sharing their own experience of sexism and music

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