how to programmatically fake a touch event to a UIButton?
It turns out that
[buttonObj sendActionsForControlEvents:UIControlEventTouchUpInside];
got me exactly what I needed, in this case.
EDIT: Don't forget to do this in the main thread, to get results similar to a user-press.
For Swift 3:
buttonObj.sendActions(for: .touchUpInside)
An update to this answer for Swift
buttonObj.sendActionsForControlEvents(.TouchUpInside)
EDIT: Updated for Swift 3
buttonObj.sendActions(for: .touchUpInside)