You don’t see long lines for the latest Lenovo PC or LG Android phone. But take a quick peek on the internet and you’ll find plenty of people lining up to say how much they hate Apple.

Every successful person or company has its critics, but the expressions of vitriol for Apple are more complex than the popular refrain ‘haters gonna hate’.

From Taylor Swift to Drake, Apple’s pretty adamant on coming across as artist-friendly when it comes to Apple Music. But one artist who’s apparently less than impressed with Apple’s streaming music service is Bon Iver singer-songwriter Justin Vernon.

In a pair of tweets sent today, Vernon referred to Apple Music as “literally a horrid platform” and slammed Apple for its “commercialization.” Check out his comments below.

When you’re ranting about Apple and its products, don’t forget to breathe.

One incredibly angry man learned that crucial lesson the hard way: His profanity-laden diatribe about the Apple Watch ended when he broke into a coughing fit. You can see the whole NSFW rant and its shocking twist ending below.