The company has launched a range of baby clothes, with iPod click wheel control buttons depicted on the front. The range is called iPopmybaby.
The range of £14.99 garments consist of 100 per cent cotton one-piece clothes and T-shirts in sizes 6-, 12- and 18-months. Four colours are available: white, pink, blue and black.
Whether half-asleep parents will attempt to use the pause button when engaged in the 4am feed remains to be seen.