A new iPhone 11 advert has been irritating many viewers, who have taken to social media to say they find the sound of the alarm at the start of the commercial 'triggering' and 'cruel'.
We all know what it's like to be rudely awoken from our slumber by the sound of the alarm going off in the morning - and, because many of us have iPhones and have been too lazy to change over from the default alarm sound, we usually end up waking up to the same noise.
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Well, that sound has become iconic for all the wrong reasons, meaning any time some of us hear it, we're immediately transported to that ungodly hour when we're forced out of bed and into the shower.
The offending commercial begins with the sound of the alarm going off for a few seconds - the screen completely black.
We then see a woman's finger swoop down onto her phone and tap that 'Snooze' button (all too relatable, this ad), thankfully silencing the noise.
But just six seconds into the ad, it would appear the damage has been done.
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One person tweeted angrily: "It needs to be illegal to start a TV spot with the sound of the iPhone alarm. I'm sorry but F*** the new Apple commercial."
Another said: "The Apple commercial that starts out with the alarm is cruel... my whole body tenses up."
A third added: "The iPhone commercial that begins with the alarm tone is triggering."
Someone else referred to the use of the alarm as 'domestic terrorism', while another called for the person whose idea it was to be 'fired'.
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One Twitter user admitted the use of the 'generic Apple alarm' was an example of 'great marketing', but also concluded it was also 'incredibly triggering'.
The rest of the commercial for the latest iPhone model - which has been shown on various platforms including TikTok, Hulu and YouTube - is altogether less provocative, showing mundane things like people popping their phones in their pockets or taking videos, all to the soothing sound of 'Brazooka' by NVDES.
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