Apple's rapid production and updates to their now iconic iPhone has almost become a parody of itself.
Unless you're a loyal follower of the brand you could be forgiven for thinking that a new model is now released on a monthly basis.
In fact, since the original iPhone 2G was unveiled in 2007 there have been 14 different iterations of the device.
This year alone has already seen the release of the iPhone 8 and the eagerly awaited iPhone X, which promises to be the best and most expensive of the bunch.
To the untrained eye a new iPhone X could easily look like any other iPhone - so Jimmy Kimmel decided to put this theory to the test with the latest segment of his Lie Witness News.
During the comedy segment people on the streets of LA were presented with a phone and asked specifically what they liked about the iPhone X.
The device was complemented on its compact size, the quality of the screen and one group even referred to it as "futuristic".
Except it wasn't the iPhone X at all. It was the iPhone 4, which was originally released in 2010.
Watch the full clip below.
HT Lad Bible