I have a problem. Some might even call it an obsession, others an addiction. Year after year it costs me hundreds of dollars, but never have I regretted a penny spent. I am one of the millions of yuppies across the globe who salivate whenever Steve Jobs, the CEO of Apple, steps out onto a dark stage in California to reveal the latest in useless Apple innovation. I am a member of the cult of Apple.
Ever since the launch of the first iPhone in summer 2007, I have found myself drawn, like a moth to light, to Apple’s continuous rollout of shiny and slightly improved gadgets. Each year I promise myself that I will exercise self-control — that I will not be influenced by Apple’s clever and manipulative advertising. And yet year after year, I cave and push my old iPhone off to a family member or sell it on eBay so I can have the latest and greatest. I treat the newest device like I would the rarest of diamonds, enclosing it in an expensive and fashionable case and cleaning it with a microfiber cloth on a regular basis, only to discard it 12 months later. Read more