Welcoming viewers to the show, the pair were seated next to one another at the counter, with their hands rested on the table before them.
Through a trick of camera angles, it appeared they were holding hands, as their fingers blended into one another.
Due to the coronavirus pandemic, in order to maintain social distancing, ITV has decided to doctor camera angles to make it appear as though the presenters are sitting side-by-side.
In reality, the duo were seated a metre apart – but the clever angles could make it appear as though they were touching.
Confused by the optical illusion, certain This Morning viewers took to Twitter to wonder whether the pair were holding hands – or were their eyes playing tricks on them.
One said: "Aww Holly and Phillip holding hands!"
"Holding hands?" wrote a second.
And a third penned: "This is cute because of the screen, looks like they're holding hands."
"@hollywills & @Schofe holding hands on #thismorning with the magic of tv," a fourth remarked.
Earlier this year, best pals Holly and Phillip warmed viewers' hearts when they wheeled a plastic curtain into the studio, permitting them to wrap each other in a hug.
Fitted with sleeves for their arms, the plastic sheet meant the pair could give each other a hug without any threat of spreading the virus.
Nicknamed the "cuddle curtain," the presenting duo were delighted to hug one another for the first time in months.
Enjoying their hug, Holly exclaimed: "Oh, I don't want to let go. Let's keep cuddle curtain in the corner."
Meanwhile, Phil joked that "it's like we're in prison" as they laughed over the bizarre experience.
This Morning airs on weekdays at 10am on ITV.