I mean, this is the same company that, during the keynote today, repeated the lie that they're the mob that brought us the computer mouse. People just accept Apple's misstatements and half-truths and outright lies as fact now.
Still, when they were talking about the digital crown, they did make it sound like they were trying to claim they invented the optical rotary encoder.
http://www.apple.com/live/2014-sept-event/2cd7d38c-f769-4fc4...