Even if there's a lot of excitement going on in Apple, Inc. right now, the Cupertino, CA-based tech giant would like to heat up the moment still by appointing Cookie Monster of Sesame Street as its spokesman.

What is the company up to?

Apple is being battered by the FBI, and its latest iPhones appear a touch worn and look like they've just been recycled. So, there's a need for excitement and here's where the lovable monster who loves to eat cookies from Sesame Street comes in.

CM looks like the star Apple is looking for to give its brand name a push. The tech giant has used the likes of celebrities such as Stephen Curry and Selena Gomez lately.

Now, the creative tech brains working at the Cupertino-based company are reaching for a perennial icon - one who is perfectly immune from any scandal - the Cookie Monster.

Last Wednesday, Apple unveiled its new iPhone 6s ad with this lovable monster at the center. He was shown holding on "Hey Siri", the tech giant's latest hands-free control function launched last year.

The ad with the title "Timer" was 60 seconds long, and shows the famous blue Muppet doing his favorite thing - baking cookies, but with the help of the always-on iPhone 6s's feature "Hey Siri."

The video begins with CM putting cookies in a tray inside the oven. However, instead of turning the timer knob on the oven, he calls on the built-in iPhone virtual assistant since his hands are dirty.

While waiting for the cookies to bake, he requests Siri to turn on his "Waiting Playlist" which dutifully kicks off with "Time in a Bottle" of Jim Croce.

The rest of the advertisement shows the Cookie Monster going into an impromptu Muppet show but not forgetting to check and recheck his iPhone's timer constantly.

This ad effectively displayed the convenience users will have with the latest iPhone from Apple - that of being able to use the phone without touching it.