The triple-lens camera featured in the newly-revealed iPhone 11 Pro appears to terrify people who have a phobia of small holes.
Apple highlighted the powerful array of lenses on the rear of its latest premium handset as the headline feature, hoping that it would prove an enticing enough proposition for users to upgrade.
But while the tech appears to have impressed journalists and bloggers who attended the unveiling in California, it has apparently left plenty of potential customers overcome by fear.
People have been tweeting furiously to share just how scary they find the new device, which has its lenses packed tightly together in a module on the back of the phone.
Some claim it is triggering a condition known as trypophobia.
What is trypophobia?
Trypophobia causes people to become distressed at the sight of clusters of small holes – and crumpets are among the unlikely items to have reportedly stoked up the condition for those who suffer from it.
But it is not officially recognised as a mental condition and is believed to have originated on reddit back in 2005, from where it has since spread and become a popular topic on social media.
There are groups on Facebook where trypophobic people can discuss what causes a reaction, and it was brought to mainstream attention when model Kendall Jenner said she was a sufferer.
She wrote on her website in 2016: “Anyone who knows me knows that I have really bad trypophobia. Trypophobics are afraid of tiny little holes that are in weird patterns.
“Things that could set me off are pancakes, honeycomb or lotus heads (the worst!). It sounds ridiculous but so many people actually have it! I can’t even look at little holes – it gives me the worst anxiety.
“Who knows what’s in there???”
In the case of the iPhone 11 Pro, it’s just a camera lens.