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........

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