DESIGN guru Jony Ive, the man behind the iPod and iPhone, has signed up to design the new featureless cigarette packaging.
Legislation outlawing decoration on cigarette packets is expected to eliminate smoking because nicotine addicts are just magpies who like shiny things.
But the tobacco industry is fighting back by employing minimalist Ive to make fags a must-have among urban trendsetters.
Ive said: Im very much against smoking but when I heard about the opportunities this project offered a completely blank box I knew I had to be involved.
Ive sourced the finest paper bleachers to make sure its stark polar white, rounded the corners to take away the oppressiveness of the right-angle, and stopped the packet opening because it ruined the smooth line.
On the actual cigarettes Ive taken away the brown filter so you dont know which end of it to light.
Initially theyll be available just in white, but after a year well launch them in a range of eye-popping translucent colours that are addictive both chemically and aesthetically.
19-year-old Emma Bradford said: Ive got to get on this. I am going to smoke so much now.