VIDEO: Apple turns the cheese up to 11 for Christmas
We at Pocket-lint were highly critical of Apple's first round of FaceTime based iPhone 4 adverts saying at the time that it "physically hurts to watch these cheese-fests".
But someone in the Apple advertising team must love a bit of mush as the iPhone 4 Christmas advert has just gone live, and let's just say that the cringe-inducement is still at a high level.
Mind you, Christmas is about the only time where a bit of old fashioned schmaltz is okay, so we'll let Apple off.
And it's hard to be critical with Nat King Cole belting out the classic Christmas Song.