When a mother from Orpington in Kent got a phone call from Apple to tell her she'd won a $10,000 prize for downloading the 10 billionth App from from the App Store, she hung up, thinking it was just another marketing call.
When some bloke on the other end of the line launched into his spiel, Gail Davis quite naturally replied: "I'm not interested." After all, there's usually a catch.
But it so happened that Mrs Davis daughters had in fact downloaded the game Paper Glider from Apple's online shop, marking a massive milestone for the company.
Ms Davis told BBC Radio 5 Live: "I have to confess it wasn't me who downloaded it but my daughters.
"I had no idea when Apple phoned me, I thought it was a prank and I declined to take the phone call," she confessed. But after her daughters told her she just hung up on a $10,000 prize she had what she described as "that moment of blind panic"
"But Apple kindly phoned me back," she said, "and said I was a winner."
Her prize isn't cash, however, but a rather less useful 10,000 dollar (£6,250) iTunes gift card.
To mark the occasion, Philip Schiller, Apple's senior vice president of Worldwide Product Marketing, said the App Store had surpassed Apple's wildest dreams.
"The App Store has revolutionised how software is created, distributed, discovered and sold." he burbled in a press release. "While others try to copy the App Store, it continues to offer developers and customers the most innovative experience on the planet."
The App Store offers more than 350,000 apps to iPhone, iPod touch and iPad users in 90 countries around the world, Apple said.