A web series from CBS called “What’s Trending” decided this afternoon that it would be a good idea to tweet out an unsubstantiated report that Apple demigod Steve Jobs had passed away. The tweet was removed within a minute — because, you know, it contained completely false information — but the rumor went flying anyway.

Turns out that 60 seconds is all it takes to get thousands of retweets — especially when the phrase “has died” is included in the same sentence as the name “Steve Jobs.” Shocking.

The account later sent out this apology:

It’s nice that they apologized. It’s gross that they made the “mistake” in the first place.