Remember Motorola? Yes, they're still in the business and some of the handsets they make come with cool features, like quick customization modules that snap onto a phone using integrated magnets to add features like powerful speakers, external battery packs and so forth. It also made the first Android handset with a special low-power chip which made possible an always-listening “OK Google” mode.

With the iPhone 7 sales about to kick off, the Lenovo-owned company is now telling customers to “skip the sevens” and has produced a video in which supposedly genuine Apple fans express their disappointment with incremental iPhone 7 improvements like “a little better camera” and “a little faster processor”.

What happens next is a typical marketing crap.