Despite being the most hyped tech brand on the face of the earth, Apple is pretty well renowned for releasing upgrades that are, well, far from ground-breaking.
In fact, some years it's almost as if Apple does as little as possible to improve its annually-released new iPhone models. Whether it be making the camera a little bit better, curving the edges a tad or just adding a slightly faster processor - none of it is exactly pushing boundaries anymore.
However, even with that in mind, you'd still be a bit surprised if in place of the new iPhone X, Apple had just rereleased a model from seven years ago, right?
Well, people on the streets of LA didn't think so when they were unwittingly approached for the latest edition of Jimmy Kimmel Live's 'Lie Witness News'. Check out the video.
Credit: ABC / Jimmy Kimmel Live
In the clip, a mic-wielding interviewer approaches passers-by on the street, hands them an iPhone 4 from 2010, telling them it's the new iPhone X, and asks them what they think.
Amazingly, most of them sing its praises - with some even going as far as to call it "futuristic" and rave about how clear the display is.
"People buy whatever new iPhone comes out because they assume it will be better," Kimmel said, before playing the bit.
"But I always wonder how much of that is real and how much is hype, because we liked the iPhone when it first came out."
Well, if this is anything to go by, a lot of it is hype. People are pointing out and marvelling over features that were on even the very first iPhone.
"It's touchscreen," remarks one interviewee.
In another scene, the interviewer asks a group of three girls to describe the new (old) handset in one word, to which they reply in unison: "FUTURISTIC!"
Mind you, perhaps Apple would have been better off just re-releasing the iPhone 4, given the amount of teething problems the actual iPhone X is having.
A glitch in the software left users unable to type the letter "i", which is pretty ridiculous when you remember this is an "i"Phone.
What's more, the new handset, which is priced at £999 in the UK, is being described by many as he "most breakable iPhone to date", after a series of tests carried out by SquareTrade revealed just how delicate the iPhone X really is.
The testers said: "On its first drop, SquareTrade saw the iPhone X shatter, its screen become unresponsive, and its widely touted facial recognition feature fail completely."
"You'd expect there to be a high price to pay for a beautiful phone like the iPhone X. Unfortunately for consumers, in the end it's likely to be more than the $1,000 they've already invested," said Jason Siciliano, vice president global creative director at SquareTrade.
"Despite Apple's claims that their glass is the most durable ever in a smartphone, the iPhone X is the most breakable iPhone we've ever tested. The iPhone X's fragility, along with Apple's $549 fee for most repairs, make it the definition a high-risk phone."