It may not be as accurate as today's atomic clocks, but it's an awful lot simpler in concept: a new way of measuring time based on the mass of an atom.
When you've come up with an iconic design that's instantly recognizable but easily copied, you have every right to keep it for yourself.
A 'spacetime crystal' sounds like something Doctor Who might keep in his kit-bag - but it's actually much more dramatic than that: a clock that could keep perfect time forever, even after the heat-death of the universe.
It's a grand gesture on the scale of Ozymandias - although somewhat less egotistical - a clock designed to keep time for ten thousand years.
We're always being told that people don't get enough sleep nowadays, and Apple seems determined to do its bit to put things right.
A red-faced Sony has confirmed that its Playstation 3 consoles are now recovered from an internal clock glitch.
Physicists at the National Institute of Standards and Technology (NIST) have built the world's most accurate clock.