Apple is known for their unique promo videos, and their latest ad is definitely no different. From an artistic perspective, the video is nothing short of stunning. Its bold imagery says a lot about the quality we have come to expect from Apple, and the video is definitely intended to highlight the new Jet Black iPhone 7 color. But aside from being stunning, all the jump cuts and very minimal exposition leaves it feeling… a little eerie.

It uses clips ranging from a spooked deer looking out from the fog to extreme close-ups of the human eye. And unless you pause the video and read the fine print about the new iPhone’s water resistant capabilities and new storage tiers (hooray!), it’s a little hard to tell what the video is even about.

Plus, as folks at The Verge point out, the video bears a striking resemblance to the cursed videotape from The Ring. We recommend NOT Googling that tape, unless you want to scare yourself in broad daylight on a Wednesday afternoon of course.

Which video do you think is creepier? Tweet us @BritandCo!

(Featured photo via Apple)