Published Friday, 24 August 2012
However, it quickly becomes apparent that all is not quite as it seems when a gentleman billed as the vice President of iPhone Product Design explains that, "People only use iPhones to take photos of their food!".
And so begins the parody by filmmaker Adam Sacks, poking fun at those who upload and share millions of food-related photos every week via blogs and social networks.
The video then reveals what the new iPhone 5 will look like, and it's nothing more than a digital SLR camera with an iPhone 5 badge accompanying an Apple logo.
The recent surge of food blogs and the trend of people tweeting pictures of their 'Instagrammed' Sunday lunch or detailing their dining exploits via Facebook has become a staple of jokes and derision online.
However, there is rarely a parody which combines high production values targeting two hot topics. The end result was great recipe for viral success.
The 'real' Apple iPhone 5 is rumoured for release with the next 3 months.