Google Photos ad cheekily references limited iPhone storage

A new spot promoting Google Photos takes a potshot at a much-complained about feature of Apple's iPhone - pricey storage.

The ad shows various scenarios iPhone users might be familiar with, such as taking a selfie with friends only to look back at the screen and see an annoying notification: "Storage Full. There is no more room on your phone."

The spot goes on to show users failing to capture important moments on camera because they ran out of storage.

This is being seen as a direct reference to Apple, mainly because the fictional notification has similar styling to actual iOS notifications.  

Storage is also a more expensive problem for iPhone owners, who have to pay considerably more for handsets as storage goes up. For example, a 16GB iPhone 6s starts at £539, but the 64GB version costs £619. Android phones, for the most part, start off with more storage, which can be expanded cheaply through a microSD.

But the notification is not a direct copy. The actual text that an Apple notification reads: "Cannot take photo. There is not enough available storage to take a photo."

The ad concludes by promoting the Google Photos app, which clears out space on a user's device by uploading their photos to the cloud.