Based on a partly hilarious, partly sad late-night talk show prank, no matter how great or disappointing the imminent Apple iWatch will materialize, it’s still going to sell like hotcakes “because it’s Apple”.

iTime Kimmel If its Apple, its good: Jimmy Kimmel tricks iFans into thinking the iWatch is here

Remember that epic time Jimmy Kimmel offered random people on the streets of Los Angeles an exclusive first look at an “iPhone 5s” that was actually an iPad mini? Pretty much everyone hailed the mini-tablet as the best thing to happen to the smartphone world since the previous iPhone introduction, which proved most tech consumers have really limited knowledge of the market.

But is it so limited that the regular Joe simply couldn’t care less what Apple delivers to them as long as it’s decorated with a familiar, strongly advertised logo? Kimmel’s latest video experiment tried to answer the question, and its findings are, in all honesty, rather depressing.

Forget fancy health-tracking sensors, curved screens, sapphire coating or smooth, optimized software, if the upcoming iWatch can tell the time and the date, its box-office success is guaranteed. For crying out loud, a few people even come out and say it. “I just like that it has an Apple insignia on the back”. “If it’s Apple, it’s good, right?”. “Because it’s Apple, that would be what would impress me”.

https://www.youtube.com/watch?v=v9JQsXPd41U

For the one percent that care about stuff like specifications, features or innovation (I’m looking at you, geeks and nerds), and that would surely not have been fooled by a $20 regular Casio timepiece with a sticker, rumor is the iWatch, aka iTime, shall roll out in October in three different configurations, at least one of which will be covered in sapphire.

Alongside the $300 intelligent wearable gizmo, we also expect to see a 4.7 and 5.5-inch iPhone 6, which Kimmel mocked as increasing our chances to be hit by a cab while looking at our handhelds with about 30 percent. Yeah, it’s funny because it’s true. And so is the “iPhone mini” bit.