‘iGasm’ battery powered vibrator, white plastic, designed for use with i-Pod and MP3 players, made by Ann Summers, 2008

Vibrators, mechanical and electrical devices that vibrate and massage, have a long history as popular medical devices designed to treat a wide range of conditions, from gout to nervous complaints. In the 20th century ‘vibrators’ became more commonly associated with sex and masturbation.

In 2007, UK adult goods retailer, Ann Summers, launched the ‘iGasm’ – a vibrator which could plug into an MP3 player or iPod and vibrate to the beat of the music. However, this prompted Apple to send a cease-and-desist letter to Ann Summers. In particular, Apple felt that Ann Summers’ advertising of this product was clearly based on and much too close to their own adverts, with both using a similar design of a silhouette figure.