A fake Apple advert claiming the new iOS 7 software makes iPhones and iPads waterproof has apparently fooled some users into destroying their devices.
This, it claims, "prevents any damage to your iPhone's delicate circuitry".
The ad has the look and feel of an authentic Apple advertisement, with the same minimalist font and style and plain white background.
It seems some users have been fooled into dunking their Apple gadgets into water to test out the promised feature, only to render their devices useless.
One user wrote on Twitter: "Whoever said iOS 7 was waterproof **** you."
Another wrote: "OK whoever said iOS 7 is waterproof GO **** YOURSELF."
The prank is believed to have originally started on the controversial forum 4Chan.
The iOS 7 software was released last week, and has come under fire for slowing devices down and causing users to delete everything from their iPads and iPhones.
Apple is yet to comment.