The Apple upgrade problem:
Deep down, when I stop to think about it, I know (or have otherwise convinced myself) that these purchases were worth it and that Apple's ease of upgrade works almost exactly how it should. But my gut tells me that I've been ripped off. The "newness" cognitive jolt humans get is almost entirely absent. I don't know if Apple is aware of this (I'd guess yes) and don't know if it even matters to them (because, like I said, this is the way that it should work...and look at those sales figures), but it's got to be having some small effect. People want to feel, emotionally speaking, that their money is well-spent and impeccable branding, funny commericals, and the sense of belonging to a hip lifestyle that Apple tries to engender in its customers can only go so far.