Apple has built a company based on the concept that style always trumps substance, but it is starting to look like the entropy which is making its products even less useful is finally pulling apart its marketing department.

NextWeb has discovered that the marketing copy for its HomePod is so bad that implies that Apple has invented time travel.

The press release is so full of hype it takes on a new level of ridiculousness that not even an Apple fanboy could believe. For example, there is a sentence: “Buffering that’s even faster than real time.”

For those who don’t know, buffering is the process of pre-loading data into memory so that it can be accessed quickly while trying to complete a task.

Apple appears to be claiming that Jobs' Mob had worked out a way to send data to the future, complete the buffering process, and send it back to us before we started the buffering process.

Now we are all in favour of someone coming up with time travel, but the concept that the killer app for time travel would be speeding up the live streaming of Coldplay and U2 is too banal even for Apple to come up with. Had Apple invented time travel it would not have been offering phones which were a year out of date and laptops which were four years past their sell-by-date.

To be fair people expect press releases and marketing to be full of more lies than a tweet by Donald Trump but trying to claim time travel on tech which is not exactly revolutionary shows a lack of imagination even from Apple.

If time travel were not enough, Apple claims that its A8 chip powers the most complex audio innovations in the HomePod. Apparently, the chip can carry out “real-time modelling of the woofer mechanics” for what purpose is anyone’s guess.

To be fair Apple’s HomePod is a terrible product which is even more overpriced in comparison to the opposition than the iPhone X.

For all the “real-time modelling of the woofer mechanics” it is still going through tiny speakers, which are going to sound terrible. If Apple had provided a device which plugged into your stereo or surround-sound system, it would have made more sense. But that would imply, correctly, that the overpriced HomePod is not capable of making a sound that anyone would want to listen to for more than a few minutes before their ears start to bleed.

Apple’s marketers have a hard sell trying to convince people that the HomePod is better than the much cheaper products from Google and Amazon. But really?