The discussion forum on Apple's website is littered with iphone owners complaining of nausea, dizziness and headaches after using the company's new operating system, iOS 7.
"It's a cyber sickness like motion sickness. It's actually been around for a decade or more because of virtual reality---but now you've got it in the palm of your hand" said tech expert Ryan Ozawa.
The symptoms are real, and they are the result of Apple simply trying to showcase its latest technology, and stay ahead of its competitor.
"They want to stay on the cutting edge. I'd say, in the olden days--and that's two years ago, you would have shadows and bumps and things to make your interface look 3D. iOS7 puts it really down to the core level, several layers that things can happen on. They're trying to be really modern" noted Ozawa.
For those who have experienced the effects of the movement on-screen, there is a way to mitigate the symptoms. Go to settings, general, accessibility, then toggle the reduce motion button to do just that.
Of course, as Ozawa notes, that's not the only way to reduce iphone vertigo.
"If you're looking at your phone long enough to get dizzy, maybe that's a good sign, a good hint to put down the phone".