Why Your Iphone Will Make You Sad

We all like having the latest, shiniest toys, and they don’t come much shinier than the Iphone 4. With it’s gorgeous looks and styling, it’s as much a fashion accessory as it is a phone and for many it’s a status symbol.

But like most Apple products the development cycle is fast enough so that whichever you choose, there will be something newer, shinier and cooler – perhaps even better – within a very short time.

It’s almost a foregone conclusion that the next iPhone will be announced this summer, leaving those with an iPhone 4 to contemplate the fact that someone they know probably has a better phone then they do.

With most contracts now at the 24 month mark and new iPhone versions hitting the streets every 12 months, there’s just no way you can stay up to date with the cool kids unless you are prepared to pay way over and above the cost of your monthly contract.

This is clever marketing on Apple’s part, rather than have a huge range of products, they have a fairly small range that is refreshed and updated at such a rate that there is always something better than whatever you already have.

This constant, small gap between what customers have and what’s available drives demand and that’s for sure. You only have to look at the queues outside the shops whenever a new apple product is released to see the hunger Apple have created for their products. But what effect does this perpetual quest to have the latest toys have on the happiness of consumers?

Sure, there’s a certain sense of euphoria when you open the box of any new purchase  but it quickly dims, and the moment you realise that your newest gadget has been superseded it dims even further and faster. You start to pick holes in the thing you have to try and justify the expense of the new one, you try and find reasons why whatever features the new one has will dramatically improve your life, you start to work out how you can save money to get the new one. And it all begins again.

These aren’t new arguments, they apply to almost all material possessions,  but mobile phones and the iPhone in particular are moving so fast that trying to keep up is often a futile exercise that leaves you chasing things you don’t need, for no other reason than a brilliant combination of marketing and consumer psychology tells you you should.

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