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Rumoured impossible screw

Swedish company admits to Apple hoax

The photo that fed the rumor frenzy, Image: Day4

A small Swedish Internet company has admitted being behind a false rumor about coming products from Apple. Last week the rumor spread around the tech news world that Apple had developed a new screw that would make it virtually impossible for users to open up their products.

Now a Swedish web design and production company called Day4 has admitted that it dreamed up the whole thing, and launched it by planting a fake image on the news sharing site Reddit.

On its blog the company explains why it launched a fake story:

“But are we really aware of all information flowing up over the net? What is really true and what’s not... We wanted to test this, how easy is it to spread disinformation?”

Day4 has apologized to anyone who felt tricked by the hoax, but the company says it hopes its experiment has led people to become more thoughtful about what they see on the Internet.

"In this case, it was about a new type of screw, a relatively unimportant news," the company says. "But for us it raises a concern about how we consume information today."

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