It is pekuach nefesh mamish.
It’s interesting to note a similarity between English and Hebrew/Yiddish idiomatic usage.
In English, people use “literally” when they mean the exact opposite (“I literally died of laughter”). And in Hebrew, they do exactly the same thing with the word “Mamash.”
Not discounting that there may be terrible dangers involved with owning an Ipod touch, I don’t know of too many people who have “mamash” died as a result of owning one.
The Wolf