The lust for new thing

— when Apple announced its new products yesterday, for example, I spent most of the day drooling, lusting after the large-screened iMac and the new wireless mouse. My pulse actually rises and I get a rush of adrenaline when I think about these new Apple products (even now, as I reflect on it, it’s happening).

This lust is not unique to Apple fanbois like me — we all feel it. We’re all susceptible to advertising — some people lust over new shoes, new clothes, new gadgets, new power tools, new cars, new homes, new bikes, new gourmet food, and so on. We all have our weaknesses, our lust triggers.

The key is to be aware of it. Notice the excitement, the raised heartbeat, the shallow breathing, the adrenaline rush that comes with the lust over a product.


Leo Baubata has identified a malady I suffer from quite frequently. Last year, I spend 6 or 7 hours spread over 3 weeks dreaming about new gadgets, most recently, the HTC Hero. I researched it like mad: specs, video reviews, user reviews, comparing carrier plans and unboxing vids were the prime fodder for my online consumption.

Well, imagine what happened when I found out that my carrier didn’t accommodate a phone switch at this time without an extra $300, which was not in our plans before Christmas. The TOTAL letdown which followed was like a punch in my gut. I was floored, disappointed, and had a sinking feeling in my stomach….for all of 45 seconds on the way back to the car. When my hand touched the handle, I realized that I was about to sink into despair over a gadget, a phone, a THING, that I didn’t really need. My current phone was perfectly capable of doing all the things I needed. My life would not be over because I was snapping photos on a 2.0 megapixel camera and emailing them to Evernote instead of uploading pics from a 5.0 mp one via a mobile Evernote client directly. Seriously.

Five weeks later, I am glad I didn’t purchase the smartphone then. There was no drama post non-Hero purchase and we were able to put the $300 to good uses. But I must add that I do fall off the wagon whenever I see a student (i.e. 19-year-old. 19!) with the latest Android or iPhone. The rush comes roaring. We all have our weaknesses.

It’s true about mac, though – it had the greatest number of followers and fans of any tech gadgets I’ve ever seen. I really didn’t know what I was getting into when I fell in love with a MacBook.