I still remember one of my old phones before the smartphone age. It was the Nokia XpressMusic. It was so small that I could conceal it with one hand. It’s one of the major reasons why I bought it. I couldn’t care less about the music capabilities. It was tiny, but it served its purpose: made sure I wasn’t late for an appointment, allowed me to text with one hand, and, most important of all, gave me the capability to make phone calls. So, while other people were already enjoying the conveniences of the smartphone, I stubbornly stuck to my trusty little phone. Needless to say, every time Apple comes up with a new iPhone, I’d be the last to fall in line at the unveiling. In fact, scratch that. The only thing I would fall in line for is free chocolate.
It was only when I moved to the States many years later when I finally succumbed to a smartphone. Actually, scratch that, too. The Android came with my subscription for free. If it wasn’t free I’d probably insist on using my Nokia still. Several plan upgrades later, Siri came to my life through the iPhone 6 Plus. Siri made me lazy. Living in a place where temperature greatly affects my days (tell me that -10 degrees centigrade doesn’t), I checked the weather constantly and all I had to do was summon Siri. I relied on him (yes, HIM) for almost everything, for my daily existence. Life couldn’t be better. Until I found out about the iPhone 6s Plus. Could life be even better?
A friend had been vacationing in Tokyo and had brandished on Facebook her most prized purchase after roaming the streets of Shibuya-ku: the iPhone 6s Plus glimmering in its shining shimmering splendor. Oohs and aahs ensued followed by “How much?” “Inggit!” “Can you get one for me?” in the comment boxes. Even for someone who still holds on to the tiny XpressMusic to this day and insists on using it every time she’s in Manila, I was intrigued. I had to ask. “How is it different?” The answer came as a long discourse on the wonders of its upgrades and the powers that an added letter could bring.
And there it was. The great s Plus. S for super. S for speed. S for supersized. S for superfluous. S for sensationalized. It all justifies the extra thousands of pesos that you have to pay for the “s” because when you’re taking your self-portrait in front of the mirror, the plus letter makes the selfie even better. And it’s of the utmost importance that you get that extra letter now. In fact, the night before it’s officially released. Outside Apple stores all over the world, hundreds of people camp out to be one of the firsts to get their hands on the late Steve Jobs’ company’s newest offering.
Does it make them smarter people? Does it make them studs? It definitely makes them smug. But the smugness doesn’t last, because before you even learn all the features on your phone, an upgraded version comes out, bigger and better. And then you gotta have one even when you haven’t paid off the last one on your credit card yet.
It has turned into a tradition, an obsession for some. Something to look forward to every few years and something for Apple to cash in again. Over at Destiny in the United States, the crowd more than doubled from last year’s iPhone release. More and more people want a bite of the Apple. The lines go on in Berlin. In Singapore, fanatics line up with their little ones, pacifying them with an iPad. Over by the Big Ben people are sleeping in tents outside the store. In Tokyo, it has become a fanfare with enthusiasts wearing Steve Jobs t-shirts and masks. While in Sydney, people are peddling coffee. Even KFC is giving out chicken to the crowd waiting outside the New York store.
When the fan finally gets the prize in his hand, he comes out victorious, people give him high-fives; he breaks into a dance. Cheers erupt as he raises his iPhone like a trophy. One drops his phone and breaks it the moment he steps out the store.
It has become a phenomenon that it makes me wonder. Is it really just all about the faster processor, the upgraded camera, the more powerful video, and the other flashy features that cause this almost insane jubilation? Why do people scramble to be the first to get the superphone in their hands?
It’s Apple, they say. No other fruit can do it better. Fact is half of those who clamor for the latest version don’t even know how to optimize their phone’s new capabilities. A large number of them aren’t even aware of the other new features or even care. All they care about is that they have the newest one ringing in their hand for everyone to hear. Because the truth is, the “i” on iPhone really stands for the self and its ego. It’s a representation of what we can afford or pretend we can afford—not just the phone itself, but the lifestyle that comes with it, because only a tech-savvy, busy executive can handle a superphone.
A study from Vuclip, a mobile-video company, claims that people believe that their phone is the first thing that people look at, not their watch or their shoes. More than half of the phone-toting population think that their status is marked not by cars but by their phone. And a majority admit that they actually hide their dated phones, afraid that they would be judged for it. I have to admit that when I had an iPhone 4, I did feel a little inferior beside friends who had “bigger” phones.
The “s” really stands for status. The smartphone has easily become a status symbol because while it represents wealth, it’s easy to attain, definitely easier than the Ferrari horse. Plus, it’s more practical than a Birkin bag. It’s a symbol that can be effortlessly carried everywhere and more subtle than talking about your vacation house in Boracay. You simply pick it up to check your messages and unwittingly flash the shiny but subtle “s” and suddenly you’re a star.
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