doubleTwist, DVD Jon's media-syncing software company, is generating lots of publicity for a new version of its "media platform" product with a cheeky video that uses Apple's famous 1984 advert against it.
In the clip - shown above - drones wearing white iPod earphones are lectured to by a Steve Jobs-a-like until the screen is smashed with the message "On October 6 doubleTwist brings you choice".
Does the Apple-as-the-new-Microsoft argument ring true with you? Are you more likely to check out the new software because of this ad? Have your say in the comments box below.