Apple's Tim Cook has been saying "OH YES PLEASE GIMME DAT GODDAMN PHONE" to media interview requests for once, taking any opportunity to have a go at the EU for branding it's bespoke tax deal with Ireland as a rule-breaking form of state aid.
Cook was interviewed on Irish broadcaster RTE today, where he said of the bill shock: "It's clear that this comes from a political place, it has no basis in fact or in law, and unfortunately it's one of those things we have to work through," although he didn't go so far as to say there'd be an instant appeal followed by years more legal wrangling, even though that's almost certainly what's about to happen.
He then tried to suggest that the EU has got its interpretation of what happened entirely wrong, adding: "When you're accused of doing something that is so foreign to your values, it brings out an outrage in you, and that's how we feel.
Apple has always been about doing the right thing, never the easy thing."
Organising it so you funnel all your money through a favourable regime to avoid paying masses of tax can't be easy at all.
Perhaps in future it ought to take the easy option of paying what everyone else does.