A lot is said about the Apple marketing machine. Love them or hate them, there’s no denying that their ads are effective. But someone just one-upped them — with their own products.

Apparently, the band Atomic Tom was just riding the New York subway yesterday and got a little bored. So all four members decided to whip out their iPhones and put on a little impromptu concert for everyone else on the train. The result is fairly amazing.

Alright, so clearly all of this was planned — I’m not