If Tim Cook announces an iPhone 5 with only basic aesthetic changes, I will still shell out $299 to upgrade my iPhone 4 on launch day. This is not a fact that I am proud to admit, but it is most certainly true. This sort of behavior may appear outrageous, but I actually believe that the outlandish “fanboyism” inherent to the Apple experience is a well-designed piece of the product. The irrational behavior that Apple products provoke represents the piece of the product puzzle that only Apple has uncovered in the mobile-phone market.