Apple Inc. executives are upset about a new sex toy from a British manufacturer, alleging the new iGasm trades on Apple's iTunes image.

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Not only does the sex toy from the Ann Summers sex shop chain have iTunes' trademark letter, Apple alleges, but the exotic item is being advertised with posters reminiscent of Apple's advertising, the New York Daily News said Sunday.

While iTunes' ads typically show a silhouette dancing or running, the iGasm ad campaign takes a slightly more risque approach. The toy's ads simply show a silhouette of a woman leaning back with her knees spread triumphantly holding the iGasm up in the air.

While Apple Inc. has demanded the offending posters be removed from the chain's stores nationwide, the president of Ann Summers has offered a different solution.

"Perhaps I can send them an iGasm to put a smile back on their faces!" Jacqueline Gold told the newspaper.