Fast food chain McDonald’s has a new product. It’s breaking the internet, but it’s not a burger.

Introducing the Suction Tube for Reverse Axial Withdrawal

In an over-the-top — but amusing — antic, McDonald’s introduced the STRAW. This is the fast food chain’s cutting-edge technology for beverage consumption.

It serves a very specific purpose

Designed for its Chocolate Shamrock Shake, STRAW’s design provides for optimum enjoyment of the beverage in equal proportions.

STRAW was not that easy to develop!

McDonald’s purportedly commissioned a group of skilled engineers to get the technology just right.

The fast food chain seems very happy about of its innovation

This British-sounding dude can attest to that.

Apple’s Jony Ive would be super proud

This McDonald’s move just screams Jony Ive. Even the video spiel is reminiscent of the Chief Design Officer’s signature style.

And although Ive was in no way involved in this little project, I can almost hear his British accent giving one of his signature talks.

These STRAWs are no joke, people!

The fast food chain allegedly produced 2,000 actual STRAWs. According to its website, “McDonald’s USA will be giving away the limited edition, and probably-more-revolutionary-than-actually-needed, Suction Tube for Reverse Axial Withdrawal (the STRAW) at participating restaurants nationwide.”

I think so too, British dude. I think so, too.

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