In one of the subtler jabs at Apple this April Fools' day, Motorola launched a video introducing a new product: the wooden, leathery MotoSelfieStick.
The hushed delivery of Motorola's artisans in the video (created by DigitasLBi and Tool Director Shawn Z) and the gentle piano music is accompanied by an onslaught of tongue-in-cheek phrases describing the product.
"A selfie stick is a branch of self expression." "It's like when the sun turns the rain into a rainbow." "A selfie is only as good as its stick."
Don't tell us this doesn't remind you of Jony Ive's poetic musings about Apple products.
Near the end of the video, Motorola's bearded presenter almost bursts into tears. "When it works, it works," he says, with an impossibly long pause between words. Touché, Motorola.