You've probably seen this marketing line from a number of monitor and television makers. Now Apple has followed suite claiming that the iMac can show 1 billion colours on the display. There's around 14.7 million pixels on the 5K display. A typical very detailed and colourful photo has several thousand individual colours. Yes it helps to have graphics cards and monitors that can pick from a very wide gamut, especially for people who work in print. But... Are these companies really trying to dupe the public with big numbers or do they really not know the difference between a colour palette and the number of colours that can be shown at one time?