Why Are Consumers Still Flocking to the Latest iPhone Despite Few New Features?

Every year, Apple unveils a new iPhone model, and every year, fans flock to Apple Stores. However, changes from one model to another are often minimal. So why does this craze continue even when new products are limited? How can we explain that millions of consumers choose to get the latest version when their old phones still work perfectly?

[Article issu de The Conversation écrit par Raouf Zafri, Maître de Conférences en sciences de gestion, spécialisé en marketing digital, Université Paris 1 Panthéon-Sorbonne]

In 2023, Apple will have sold 235 million iPhones worldwide, an impressive figure for a market that one might think is saturated. On average, French users change their phone every two to three years while their technical lifespan could reach 5 or even 10 years. To explain this phenomenon, two psychological concepts are at the heart of the mystery: perceived obsolescence and the feeling of downgrading.

Perceived obsolescence: a subtle pressure towards novelty

Perceived obsolescence has nothing to do with a technical problem. Unlike planned obsolescence where a product is designed to stop working after a defined period of time, perceived obsolescence is based on the simple perception that our phone is “old”, “less efficient” and “outdated” as soon as a new one model appears.

Apple, with perfectly orchestrated marketing, is a master in the art of creating this impression. With each launch, the brand highlights improvements, such as a more efficient camera, a slightly optimized battery, a screen with an improved refresh rate or a subtly revisited design. These new features, although they do not have a major impact on the daily use of the smartphone, serve as a reminder that the latest model is more modern, more adapted.

For some, this “new” impression gives the illusion that the old model, even if still efficient, has lost its value. Apple's design strategy also reinforces this perceived obsolescence. Each new model often sports a specific design touch: a finish, a screen shape, a change in the arrangement of the cameras. These are visual clues that, very quickly, a model can be identified as old. This visual identification helps to reinforce the feeling that one's phone is no longer “in tune with the times” and fuels the desire to change it.

So even if the technology itself is not inherently out of date, the mere fact that it appears old becomes a factor in its obsolescence. At its core, perceived obsolescence is a subtle strategy that relies on gentle pressure and discreet nudging that transforms ownership of an old model into mild discomfort with the new.

The feeling of being downgraded: social comparison at stake

The second mechanism which would explain this enthusiasm for the latest iPhone model is the feeling of downgrading. It is based on the theory of social comparison, developed by the American psychologist Leon Festinger in 1954, according to which individuals evaluate their own worth by comparing themselves to others. In the context of smartphones, this feeling is particularly strong, because the phone is a status object, often visible and omnipresent in our lives. Having the latest model is seen as a sign of success, even a symbol of belonging to an avant-garde technophile group.

The omnipresence of social networks amplifies this dynamic of comparison. On Instagram, TikTok and YouTube, influencers show off the latest versions of the iPhone. Their audience, mostly young, is thus confronted with the most recent “standard”, the one we are supposed to desire. Nearly four in ten French consumers have already purchased a product after seeing it on social networks, a figure which rises to 61% among generation Z (born between the end of the 1990s and the beginning of the 2010s).

The iPhone, often highlighted by influencers, thus becomes an object of desire and a tool for connecting to the modern world. By owning an older model, users may experience some form of discomfort, lag and downgrade compared to their peers who own the latest model. Conversely, owning the latest model means showing that you are “in the game”, that you have the financial means and the desire to stay at the top of the trend. For some, buying the latest iPhone is therefore a way to stay in the social race, to show that they are not “lagging behind”.

Apple's launch events also help maintain this downgrading dynamic. Every year, Apple organizes events with great fanfare, broadcast live and widely publicized. These presentation moments are designed to arouse desire, highlight the exclusivity of the new model and remind the consumer that their old phone is now outdated. These events create a subtle, but effective pressure: it is no longer just about technology, but about participating in a social phenomenon, a cultural ritual, even a celebration of progress and innovation.

Ultimately, perceived obsolescence and the feeling of downgrading reinforce each other. By playing on these two psychological levers, Apple manages to create an almost unconditional loyalty where each new model eclipses the old one a little more. Yesterday's telephone quickly becomes an object of the past while the latest model embodies modernity and social status. However, this frantic race towards novelty raises questions. This Apple strategy is in fact not sustainable in the long term given the environmental impact of the smartphone industry. Between the constant attraction for the new and ecological awareness, wouldn't it be time for brands to offer another path than the disposable smartphone from one year to the next? A future where enthusiasm for technology and environmental responsibility could finally coexist.