From the dystopian “1984” Macintosh commercial to its disastrous “Lemmings” follow-up, Apple ads haven’t always been full of jokes, tinkly music and Jony Ive saying “aluminium” in a soothing voice.

Nothing Apple has ever created, however, has been quite as weirdly disturbing as this iPhone ad parody from the folks at Noka Films.

Called “Upgrade,” the iPhone 7 parody ad depicts a woman whose body seems to be malfunctioning around her — until she receives an in-ear Apple implant in a moment that is all but guaranteed to make viewers wince.

“iPhones and similar smartphones are now an integral part of our modern life, and in a way, beginning to alter who we are,” the filmmaker told AdWeek of their concept. “To ridicule our addiction to our smartphones, we played out a world where this technological evolution may one day take over us.”

While the concept of a smartphone we control directly with our brains may not be out of the question long-term, I’d be surprised if it’s a strategy Apple pursues anytime soon.

And particularly not by the time the iPhone 7 ships in 2016.