If you were a famous violinist who happened to carry a $1.9 million Stradivarius around with you, it would surely be hard to concentrate on anything else.
Unless, perhaps, there was an iPhone in the vicinity.
You might be familiar with the(they've dropped the "7" in the ads, as it confused people). This would be the campaign in which people look very silly because they're staring into their iPhones (presumed) all day instead of, say, paying attention to their scantily clad lovers.
Perhaps Min-Jin Kym, being a well-traveled concert violinist from South Korea, hasn't had the chance to see these ads. Someone who works in a London sandwich shop might suggest to her that she should.
You see, according to the Daily Mail, Kim was passing through London's Euston railway station, when she stopped at Pret A Manger sandwich shop (expensive, but a lot better than Subway) for sustenance.
She placed her more than 300-year-old Strad on the ground for but a few moments, or so it seemed. However, these were enough moments for the Strad to be had.
Thieves allegedly wafted off with the case containing the precious violin and two very precious bows. Kim didn't own the Strad, and the company that insures the violin is offering a reward for its recovery.
However, Hafid Salah, who was working in Pret A Manger when the theft took place, offered the Mail a most contemporary perspective on the theft.
Speaking of Kim, he said: "She and her friend were on computers and iPhones and not looking at their bags."
Microsoft's VP of mobile, Joe Belfiore, was today rather reluctant to suggest that Windows Phone was selling well.
Surely, then, the alleged theft of the Stradivarius will, if Salah's telling is accurate, offer Belfiore renewed faith that people will soon, very soon, or at least eventually realize that they need Windows Phones in order to pay attention to their loved ones and their other valuables.
Before those pesky, all-encompassing iPhones suck people entirely into their beautiful and cunning vortex.