He's not happy.
Apple is used to the criticisms of the unwashed, the ungainly, and the unbelievably style-challenged devotees of invective and Android.
It tolerates them like one of those gold-painted men on seaside boardwalks, who stand perfectly still in the face of ludicrous human provocation.
I am not sure, though, that Apple can possibly ignore the latest brickbat tossed its way. This isn't from some slick, twin-mouthed analyst or a pundit with a perverse inside track.
No, this is from perhaps America's most prominent, most successful, and most carefully spoken businessman. Yes, Donald Trump.
Speaking not merely for himself, but for the whole future of American industry, Trump took to Twitter on Monday to do what he does best: say the unsaid to startle the undead.