Look, I don't run a billion-dollar company. I don't even run a company. But I have this crazy idea for Apple and Adobe and any other company. If you're going to give a presentation that will be seen all over the world, consult as diverse an audience as you can. You have the money. You have the time.

Read next: The iPad Pro review.

Today, Adobe used its portion of the Apple event to demonstrate an impressive suite of apps that allow iPad Pro users to manipulate and layout images and text. But the way they did it was creepy and tone-deaf. They could have manipulated any photo, and they chose a woman's face. With a twist of the finger, the Adobe demonstrator manipulated her relaxed lips into a smile. It was heckling reimagined as art, and it was icky. That the audience applauded for glamour photoshopping didn't help.

Here's a GIF of the moment:

Yeah, make that woman smile, Apple pic.twitter.com/WlsNpHa9qC — Damon Beres (@dlberes) September 9, 2015

And here's the reaction on Twitter:

Stop telling women to smile Apple — Femsplain (@femsplain) September 9, 2015

Apple just *had* to make their demo a digital version of "Hey, baby, you’d be so pretty if you smiled!" street talk. — Joshua Benton (@jbenton) September 9, 2015

Watching a man photoshop a woman to make her smile more is kind of a cruel joke. — Lauren Hockenson (@lhockenson) September 9, 2015

"I'm not quite happy with the model's smile, I'd like her to have a liiittle bit more of a smile, so let's fix that" pic.twitter.com/rq4lw9MSs8 — Nick Robinson (@Babylonian) September 9, 2015

SMILE LADIES — Catt Small (@cattsmall) September 9, 2015

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