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Is iPhone magic all in our heads?

US television host Jimmy Kimmel took to the streets with an iPhone 4S — and told people that it's an iPhone 5.

US television host Jimmy Kimmel took to the streets with an iPhone 4S — and told people that it's an iPhone 5.

It's a fascinating experiment. Sure, there were probably some people who saw the ruse straight away and didn't make the video's final cut (at least, we hope so), but it's interesting — and hilarious — to see just how far people will buy into the hype.

We will note that we don't necessarily think that the iPhone is the only phone on the market to which this applies — or that smartphones are the only product.

Check out the video below for comedy gold.