Anyone who has the 16GB version of an iPhone will know how incredibly irritating such a small amount of memory can be, especially when it comes to taking photos.
Just when you've lined up the perfect selfie, the phone will hit you with a 'Storage Full' message, preventing you from snapping that beautifully aligned shot.
And now Google, in a rather shrewd marketing move, has realised it can capitalise on the collective frustration of 16GB iPhone users to promote its 'free up space' feature, which comes with Google Photos.
The company has released the following advert which (repeatedly) demonstrates how a phone with a dismally small storage capacity (read: any 16GB iPhone) can ruin the perfect moment:
Related: Best smartphone
Of course, Google doesn't explicitly mention Apple or the iPhone, but there's no mistaking that infuriating pop-up message.
Google Photos' 'free up space' feature will take photos out of your gallery that have already been backed up to the cloud, freeing up space and allowing you to capture a carefully confected scene of the type demonstrated in the advert.
While Apple obviously has its own cloud service, the difference – one which Google is at pains to highlight – is that the 'free up space' function will kick in automatically, whereas Tim Cook and co's alternative won't.
Interestingly, there have been numerous rumours doing the rounds suggesting Apple is considering ditching the 16GB storage tier on its upcoming iPhone 7.
While the current iPhone 6S comes in 16GB, 64GB, and 128GB options, some reports have claimed Apple will offer 32GB, 128GB, and 256GB alternatives once the iPhone 7 launches.
The phone is expected to be unveiled in early September, although no official date has yet been announced.
For the time being, Google is hoping its latest marketing effort will convince you to turn to its Android platform rather than suffer with an outdated storage setup any longer.
WATCH: What's the no.1 smartphone in the world?
What do you make of Google's latest marketing move? Let us know in the comments.