Wow, really interesting PV!! I like~~
Hmm, as for the meaning behind the PV, I'm not quite sure but it seems like the PV is "unmasking" the hidden/ugly nature of humans. First, she shows us the normal perceptions that we have of people: a responsible soldier, a happy family playing cards, a "sister", a janitor, a white-faced clown, ayu herself as a calm sister. Then all these perceptions are swept away and the horror and violence comes out: the soldier tears her uniform off, the family's dysfunctional, the sister is a brother in gag, the janitor able to dance so well, the clown turns out to be a pyromaniac, and ayu herself goes slightly mad.
The guy in the white box during the first verse of the PV is kinda symbolic, like how at first, he's trapped inside the box, but manages to come out in the end. So maybe he's symbolizing the ugly side of us that's always hiding and trying to get out??...
I don't know how that links up to the iphone concept though lol...