A coincidence or a big middle finger? Either way, Apple confirmation of what promises to be an exciting keynote address to kick off this year's Worldwide Developers Conference has given journalists a logistical nightmare.
The presentation will kick off at 18:00 UK time on Monday June 6th. However, Microsoft's E3 press conference starts just 30 minutes later.
Apple has confirmed three big reveals for the event – iOS 5, a new Mac OS X (10.7 Lion) and digital service iCloud. There's no indication that any new hardware will be on display.
The fascinating thing to see now is just how successful Apple's gaming proposition – which will be part hosted by Steve Jobs – will be in robbing column inches from its bitter tech rival.
Both Sony and Nintendo' press conferences take place on Tuesday UK time.