"Glossy ads roll out, tech journalists dissect every new feature, and millions of people rush to pre-order, sometimes queuing overnight or trading in perfect devices. Every YouTube video seems to carry an iPhone ad, and celebrities and influencers flock to the launch event in California, drawing audiences, followers, and fans into the hype. To outsiders, this might seem like irrational spending. But to psychologists, it is a masterclass in how consumer culture taps into deep human needs: novelty, identity, and social belonging."
"Growing up in India as a '90s kid, even getting a second-hand Apple product felt like a big deal. I remember my brother having a refurbished iPod Touch, and I would imagine it as an iPhone 4, it always amazed me how similar it looked. Even back then, I realized how valuable Apple products were worldwide, despite the wide range of prices and upkeep requirements. I bought my first Apple product, a MacBook Air, in 2014 while studying in the U.S."
Apple's annual iPhone launches generate wide consumer excitement through glossy advertising, influencer visibility, and pre-order rituals that encourage people to queue and trade in devices. Consumer behavior is driven by needs for novelty, identity signaling, and social belonging, with FOMO prompting frequent upgrades after seeing others adopt new models. Personal experience shows that Apple products carry perceived global value, with purchase timing influenced by price differentials, student discounts, and financing options. Typical upgrade cycles last about two years as batteries degrade and resale value falls, and maintenance, insurance, and repair costs vary substantially across countries.
Read at Psychology Today
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