The Price is Right has been especially cringeworthy lately.

First we had this little gem a few days ago, where one contestant celebrated his win a bit prematurely, while his competitor made one of the worst bids we have seen.

Until now.

These two clueless contestants seem to think iPhones are made out of solid gold and unicorn tears.

"I hope the marketing people at Apple are watching this," said Drew Carey.

The reactions from the audience are priceless.

This is why you should just stick with Plinko. It's a crowd pleaser, and you remove the human element. But hey, nice work on the free car!