According to digital media website Mashable, Apple representatives were called into action when a video of a smoking iPhone 7 Plus went viral.

The video, which Brianna Olivas shared on Twitter, shows the iPhone's case melting away as smoke pours out of one side of the phone.

Having garnered more than 1.26 million views, the video was retweeted more than 18,000 times and attracted hundreds of replies. While the Twiterrati attempted to identify the problem, the official cause was unknown.

Evoking memories of the Samsung Galaxy Note7 debacle, there is little evidence to suggest this incident is part of a larger problem. A possible theory suggests a damaged lithium ion battery or faulty parts which caused the phone to catch fire.

Since the incident, the iPhone has been handed over to Apple, who have started running tests and are aiming to resolve the matter within a week. An Apple spokesperson told Mashable, "We are in touch with the customer and looking into it."