Apple 'Let Loose' event, the iPad one, made headlines for the controversial ad where Apple crushed a variety of musical instruments, books and more using a hydraulic press.

Some people thought it was fun, some didn't like it, Apple apologised. All is well.

But then Heineken responded.

Heineken, yep that's the beer brand, recently partnered up with a company called Bodega to launch 'The Boring Phone', a flip phone that doesn't do emails, internet, social or anything like that.

Heineken and Bodega put the phone under a hydraulic press, which just stops when it gets to the phone, as in 'our phone is so tough even a hydraulic press won't help', I'm presuming that's the idea behind it.

Quite cool.