Apple is taking legal action against adult retail chain Ann Summers over adverts for a new iGasm sex toy.

The device consists of a pair of headphones and a "vibrating unit" which, once plugged into any media player, vibrates in time to the tune.

The adverts use the same silhouette figures as Apple, but with a white cord leading inside the figure's underwear.

Apple's solicitors have already fired off a letter to Ann Summers requesting that the advert is taken down.

"We hope this request to remove it immediately will prevent us having to consider further action," it reads.

However Ann Summers is taking the request less than seriously. "Perhaps I can send them an iGasm to put a smile back on their faces," company head Jacqueline Gold told the News of the World.