Coming in pink, teal, ultramarine, and four other colors, Apple’s iPhone 16 officially hit the shelves Friday morning. Packed with a versatile new camera system, longer battery life, an A18 chip that’s custom-built for Apple Intelligence (this feature is expected to roll out via October’s iOS 18 update), and more, it’s hard not to crave the latest advanced tech.
“Advertisers and marketers — not to mention product designers — are very skilled in understanding human perception and behavior, and they will use those skills to market their products and influence people to buy them as much as they possibly can,” says Joseph Trunzo, Ph.D., Psychology professor and associate director of the School of Health and Behavioral Sciences.
With hype and social media buzz also influencing product buying behavior, Trunzo explains that, when it comes to our desire for the latest tech, there’s more at play than a simple upgrade.
Fear of missing out
It borders on ritual: Consumers rise at dawn to line up outside retail stores on launch day, waiting to get their hands on the latest iteration of these digital devices.
While it can be complicated to understand what psychological factors drive people to crave the latest technology, Trunzo notes that a desire to fit in or feel better than one’s peers could play a major role. He adds that humans are inherently social creatures and feeling part of the group is critical for overall well-being. People will find different things they interpret as feeling included or excluded — such as owning the next big thing.
“If we feel separated from the group, we generally want the reason for that to be something that makes us feel superior to the rest of the group versus inferior. So, buying the next big thing may feel like an insurance policy — at worst I fit in and at best I feel above or better than the rest of the group,” Trunzo says.
A measurement of self-esteem
According to Trunzo, if someone has a robust sense of self and is secure in their identity, getting the new hot thing is probably less of a priority.
“Self-confidence, a sense of security, and higher self-esteem will generally make people less inclined to conform solely for the sake of conformity and fitting in,” Trunzo says. “In people with lower self-esteem, they are much more likely to seek anything — an item, a behavior, a relationship — that improves their perception of their status, so the fervor to buy that thing will be much higher.”
For someone who has compromised self-esteem, they may feel better about themselves briefly for the purchase of the next hot product, but this will not resolve the deeper issues with which they are struggling.
“I love new, better, cooler tech just as much as the next person. I derive a lot of satisfaction from using a product that works well and makes my life easier. That said, I’d like to think that my overall happiness as a person does not depend upon or is overly influenced by any device or product purchase,” Trunzo says, noting that the tech could bring short-term gratification but not long-term happiness.
Avoiding the trap
Whether you find yourself in the phone shopping this weekend or at home playing Wordle on your old iPhone that still has a home button — yes, there are still some of us out there — Trunzo reminds individuals that they can become addicted to the upgrade in the way that humans are addicted to other things.
If you find yourself stuck in an endless cycle of buying the next hot thing, Trunzo’s got you covered.
“The first step would be to simply try doing without. When the next new thing comes out, very consciously and intentionally avoid buying it. Notice what the impact is on your emotions, your relationships, and your functioning, both immediately and after some time passes,” he says.
Trunzo adds that, if your experience feels overwhelming and unbearable, you may need to seek some additional supports or professional intervention; however, if you notice yourself feeling better, you’ve made progress.
“You are teaching your brain to break that unhealthy cycle,” Trunzo says.
