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Where do you think we are heading to with technological development taking place at a very fast pace and beginning to influence our everyday lives? Interestingly, a horrifying parody on Apple iPhone 7 has hit online amid reports of its arrival later this year.

According to the parody of the iPhone 7 ad conceived by Noka Films and first found by AdWeek, a woman is seen acting weird as she needs an upgrade. She goes to a doctor instead of a store for an upgrade and it's inserted into the skull. 

"Upgrade is a story of a young woman who is experiencing an embarrassing malfunction with her older model of the iPhone and is desperately seeking an upgrade," said the video directed by Andrey Alistratov and Hazuki Aikawa.

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

The video hit internet amid speculations that release date of Apple's next-generation smartphone, the iPhone 7, might fall in the third quarter of this year.

Apple Insider had claimed in a report that Apple might unveil the iPhone 6s, and perhaps the iPhone 6s Plus with Apple SIM (universal SIM card) pre-installed in September this year, but Value Walk reported that Ming-Chi Kuo of KGI Securities had sent out a note to investors that Apple might release its flagship smartphone, the iPhone 7 this year, hinting that the iPhone 6s and iPhone 6s Plus could be killed.

According to reports that have appeared so far, the iPhone 7 will have features like A9 chip, sapphire crystal glass, 2GB RAM and chassis made of liquid metal. Techradar reported cited the Wall Street Journal that Apple Inc. has bought LinX Computational Imaging, an Israeli company known for its camera technology, for $20 million (approximately £13.5m), giving a hint that the iPhone 7 could boast of the technology. The company claimed that it "use special sensor arrays and algorithms to create high-quality images that match DSLR cameras in smaller packages."

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