Apple has always used form factor and design as a selling point, because it IS. When tech is in its childhood it's mostly about the feature and performance race and people will buy stuff that's bulky or looks like garbage just to get "MOAR". Once tech has matured and is perfectly capable of doing what the majority needs it for, with headroom to spare (I'd be surprised if the majority uses even half of the features and capacity of the 2 year old iPhone 4), other aspects become more important, such as design. I see stuff coming out now that doesn't even make sense, like the HTC phone with 440 ppi, sub-retina resolution. But I'm sure it appeals to people stuck in the 1990's spec race mindset. "Duuuh dat number bigger dan other number. Big number good. Me wowed. Me buy. Duhhh uhh derp."Of course Apple lovers will buy anything with anon it. But after a while, people will realize there are other (better?) things out there and really Apple is playing catch up. In particular with the iPhone 5.
I saw two iPhone 5 commercials today. The two selling points were the new shapes of the earbuds (how well they fit in your ear) and how the phone is smaller yet bigger. If that's all Apple has to sell on and people go for that, then Apple truly are genuises to market such trivial things and make money on it.
As for Apple fanboys, how many iPhone buyers do you think has that kind of relation to Apple? The iPhone passed the 100 million mark last spring. For many it's the only Apple product they own, just like my old Nokia phones were the only Nokia products I owned. They're just phones. No fandom required.
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