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If I lost my phone in a bar, would you think to sell it to Gizmodo?

I'd return it to the bar.

Your phone doesn't belong to HTC, it belongs to you. The prototype iPhone belongs to Apple.

How would a "reasonable person" know the difference?

After I became aware that it was a highly secret prototype or before?

Before I would leave word at the bar, on the theory you would backtrack.

After I became aware it was a highly sought after prototype I'd extend that to the local police and I'd try to contact HTC but probably fail because they don't want Joe Consumer calling them.

That's not a very good experiment.

HTC have a lot of phone models, Apple has exactly 3 which most tech savvy folks could identify readily.

It still has "HTC" logo on it regardless of the models.

Sure, but it's hard for a novice to recognise if this is an HTC model they don't recognise or a prototype.

Since Apple only has 3 models identifying an Apple phone which is not one of those models is much easier and strongly suggests it's a prototype particularly since Apple is based near the bar in question.

HTC isn't they are based in Taiwan (which most people on the street probably wouldn't know).