“It is not about spending big money, but about being frequent buyers. “I find the guys queuing up outside the Apple store crazy,” says Rashid. Is this constant urge to upgrade leading to some anxiety? Is the need to be in possession of the latest version of everything a mental disorder? Why do brands come up with so many versions so frequently? And more importantly, who or what makes people like Rahul, Vivek and Aman Rashid queue up? IS SEEKING IPHONE 15 A MENTAL DISORDER? In 2019, he stood in a long queue at an Adidas store in 2019 to buy the latest pair that was all the rage at that moment in time.īe it mobiles, earphones, sunglasses, videogames, sneakers or cars, the world around us is changing fast. “This urge to buy new variants isn’t just for phones, it is true for sneakers as well,” says Rashid, admitting coyly that he is a sneakerhead, who has 50 pairs of shoes in his collection.
But is the urge to upgrade, the desire for the latest variant limited to just gadgets?
