Apple is constantly figuring out ways to make the iPhone better and better, with each new generation introducing new features, some more important than others. But let’s just hope Apple never gets as good as making phones as the following video suggests.

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Discovered by AdWeek and conceived by Noka Films, a new video that parodies an iPhone 7 ad is supposed to raise awareness on a major iPhone side-effect that’s not always obvious: Smartphone addiction.

“Upgrade is a story of a young woman who is experiencing an embarrassing malfunction with her older model of the iPhone and is desperately seeking an upgrade,” the filmmakers said. “iPhones and similar smartphones are now an integral part of our modern life, and in a way, beginning to alter who we are. To ridicule our addiction to our smartphones, we played out a world where this technological evolution may one day take over us.”

Without spoiling it for you, we can tell you the video shows us an iPhone 7 that’s simply horrifying, so let’s just hope we never see iPhones like this in stores.

The full iPhone parody video follows below.

Chris Smith started writing about gadgets as a hobby, and before he knew it he was sharing his views on tech stuff with readers around the world. Whenever he's not writing about gadgets he miserably fails to stay away from them, although he desperately tries. But that's not necessarily a bad thing.