“Not everybody… knows a DJ.”

Apple Music boss Jimmy Iovine and Mary J. Blige appeared on CBS This Morning on Thursday to discuss Apple Music’s recent female-focused advertising campaign. The company’s new commercials, which were helmed by Selma director Ava DuVernay, focus specifically on women discovering new music. The adverts star Blige alongside Taraji P. Henson and Kerry Washington.

When quizzed about the idea behind the concept, Iovine said, “So I always knew that women find it very difficult at times – some women – to find music. And this helps makes it easier with playlists, curated by real people. They’re not made by algorithms alone – they’re made by algorithms but with a human touch.”

He continued, “I just thought of a problem: girls are sitting around talking about boys. Or complaining about boys! They need music for that, right? It’s hard to find the right music. Not everybody… knows a DJ.”

Apple’s campaign was intended to draw women into the streaming service, but Iovine’s generalisations may have alienated thousands of female music fans. Watch the full interview here. [via The Verge]

Update: Jimmy Iovine has issued an apology for his comments. 

“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.” [via Billboard]