We present a phenomenological analysis of the asymmetry recently measured by the COMPASS and HERMES collaborations in unpolarized semi-inclusive deep inelastic scattering. In the kinematical regimes explored by these experiments the asymmetry arises from transverse-spin and intrinsic transverse-momentum effects. We consider the leading-twist contribution, related to the so-called Boer-Mulders transverse-polarization distribution , and the twist-4 Cahn contribution, involving unpolarized transverse-momentum distribution functions. We show that a reasonably good fit of the data is achieved with a Boer-Mulders function consistent with the main theoretical expectations. Our conclusion is that the COMPASS and HERMES measurements represent the first experimental evidence of the Boer-Mulders effect in SIDIS.