The bubble-wrap bubble has apparently burst.

Thanks to this self-fulfilling prophecy, the makers of Bubble Wrap announced that they would revamp their signature product, releasing a new product that does two bad things: first, it will no longer pop as it used to, depriving everyone the joy of jumping on a massive sheet fresh from the box. Second, it has a silly new name now: iBubble Wrap. It’s like Bubble Wrap, but more . . . Apple-y.

Sealed Air, the company that has produced Bubble Wrap since 1957, told The Wall Street Journal that sales of the packaging material have steadily declined in recent years, mostly due to the rise of global shipping, driven by companies like Amazon, and the insane amount of precious warehouse space required for several rolls of Bubble Wrap.

The new iBubble Wrap will be, like every Apple iProduct, thinner than the previous generation: the new bubbles are designed with “interconnected columns” and must be inflated at the point of shipping, using an expensive machine installed on site. Shipping it un-inflated means more warehouse space: according to a pretty infographic, “one truckload of iBubble Wrap has the same amount of packing material as 47 trucks filled with bubble wrap.”

With the new iBubble Wrap, Sealed Air believes that this new product will be as revolutionary as an iPod, a phone, and an Internet communicator.

In addition to creating bubble wrap that doesn’t pop and stress relievers that won’t relieve stress, Sealed Air is researching potential new shipping materials, “experimenting with a combination of agricultural byproducts and mushroom roots that grow and conform to the contours of a package.” Like shrooms, but for your packaging, instead of your brain.