Is Buying an iPhone Really About Utility

Every September is treated with a grand launch of a new iPhone model. Millions of people rush out to buy the new phones even if their current phones are working fine. In fact they are sold out within the first few days at apple stores all around the world. Why? Is this really about the features or something else? 

IPhones are generally praised for their high camera quality, smooth performance, and high battery life. The reliability of people on the apple ecosystem(iCloud, iMessage, privacy, etc) really enhance its usability. For some people it is a smart purchase that works better than other phones. But is all of this the major reason behind the purchase of these phones? For many people iPhones are social tools rather than a usable item. Carrying it signals something about lifestyle and taste. For the young and old alike, the iPhone is like a medium of showing their financial status with an old model showing modest income while the pro max of the latest model indicates wealthiness. IPhones have become fashion amongst the youth with its iconic apple logo, sleek design, camera setting and plethora of colours. Having an iPhone earns silent respect. 

The economics of behaviour comes here. This pattern is well suited to the idea of conspicuous consumption, which involves purchasing pricey goods to flaunt success or wealth. This psychology is subtly tapped into by Apple's marketing. The company prioritises design, exclusivity, and emotion over price. The high cost adds to the attractiveness. Saving money for an iPhone can feel like a personal accomplishment for less wealthy consumers.