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Every September, a familiar ritual plays out. Apple unveils its latest iPhone. 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. It felt easy to purchase — cheaper than in other countries, with instalment options and student discounts.
After seeing people line up in anticipation of an iPhone launch a few years later, I gradually adopted the practice of upgrading my own phone. Personally, I tend to use my phone for about two years, until its battery starts to drain and it loses value. After that, because repairs are more difficult and the device’s resale value decreases, trading it in rarely feels worthwhile. When I moved to London, I realized maintaining Apple products could be much more difficult. Devices cost more, insurance coverage was limited, and repairs were expensive. In contrast, insurance in the U.S. was more affordable and comprehensive, making Apple devices easier to use and maintain. Last year, I visited India to get a new iPhone and witnessed a family buying an iPad for around Rs. 90,000. They handed over the full sum in cash while someone recorded the entire transaction — from cash payment to unboxing. It made me laugh, and it was fascinating to me how much cultural and financial weight Apple products hold in various contexts.
The Allure of Novelty and Dopamine
People are wired to look for new things. From an evolutionary point of view, trying new things helped us find better food, companions, and places to live. Today’s marketers make use of this drive.
Neuroimaging studies show that the brain’s reward system fires not only when we receive a reward but also when we anticipate it (Knutson et al., 2001). This helps explain the buzz leading up to launch day and why unboxing videos rack up millions of views, anticipation itself is rewarding.
FOMO and Scarcity Pressure
Launch cycles create a sense of urgency. Limited stock, exclusive colors, and social media buzz trigger the fear of missing out. This FOMO effect is magnified by our digital lives: as soon as new devices ship, feeds fill with photos of early adopters. The implicit message is: “Do not get left behind” (Przybylski et al., 2013).
The Illusion of Self Upgrade
A more subtle pull is at work. Sometimes upgrading a phone feels like upgrading oneself. A more modern device with a better camera can represent a “new chapter,” or a more creative or productive version of yourself. Even without necessity, this sense of self-upgrade is compelling, as objects become cues for identity change.
Repair Culture and Minimalism
Interestingly, the same psychological forces fueling upgrade culture are sparking a countertrend. Movements like the right to repair, sustainable tech, and minimalist living tap into equally powerful needs for authenticity and autonomy. Saying “no” to the new iPhone can itself become a form of identity signaling one rooted in environmental values or financial independence (Jackson, 2004).
How to Tell If You Are Being Pulled by Psychology or Practicality
Buying a new phone is not inherently bad. Sometimes a cracked screen, outdated software, or job demands genuinely require an upgrade. But it’s worth taking a moment to ask:
- Am I upgrading because my current device no longer meets my needs or because I crave novelty?
- Do I see this purchase as a tool or as a way to project a certain identity?
- Would waiting a few weeks change how I feel about it?
Even a brief reflection can shift a purchase from impulse to informed choice.
Final Thoughts
The new iPhone is more than just a gadget. It is a cultural moment that highlights how our brains, our identities, and our social environments interact. Understanding the psychological forces behind upgrade culture does not mean we cannot enjoy new tech. It simply gives us more agency. Think about upgrading your sense of self or your device the next time you feel the urge to pre-order.
