A UK judge has ordered Apple, to publicly apologise to rival Samsung.
That comes after it was ruled last week that Samsung's Galaxy tablet range does not infringe on Apple iPad patents, despites Apple's court allegations.
In Apple's words the Galaxy line blatantly imitates the appearance of Apple's products to capitalize on Apple's success”.
Not only has Apple lost the case, but the High Court says it must now also post a notice of acknowledgement” of this both on its own website – where it must remain for six months – and across the wider British media.
"We continue to believe that Apple was not the first to design a tablet with a rectangular shape and rounded corners and that the origins of Apple's registered design features can be found in numerous examples of prior art,” a Samsung spokesperson told the BBC.
"Should Apple continue to make excessive legal claims in other countries based on such generic designs, innovation in the industry could be harmed and consumer choice unduly limited."
Of course, don't be fooled into thinking that this is the end of it. Apple is almost certain to appeal, especially since courts from some other countries have previously ruled in its favour.