Apple's tenacious protection of its iPod brand took a new twist last week when the company's legal eagles swooped on the high street retailer of 'adult' products, Ann Summers.
According to the News of the World, Apple objected to a poster for the iGasm product which reworks the famous silhouette of the iPod ads for a somewhat different purpose: iGasm is a vibrator that responds to the music being played.
Or as Anne Summers puts it: 'Go at it hard and fast with a pounding drum 'n' bass track or chill with ambient classic.'
Apple demanded that the retailer withdraw the ad or face legal action.
Ann Summers boss Jacqueline Gold refused.
'Perhaps I can send them an iGasm to put a smile back on their faces!,' she quipped.
It is not the first time that the sex toy industry has left Apple a little frustrated. It has also objected to ads for the iBuzz, a product not dissimilar to iGasm.