The long awaited release of the latest iphone has proved to be a disappointment to many apple consumers and critics alike. This seems to be a recurring theme with each apple product release, the excitement of the hottest technology continually overrides the value of the product in consumer’s minds. Although this iphone has unsatisfied many customers, iphone sales are still thorough the roof and sales have yet to be impacted. The truth is that the iphone 5 could have been no different from previous models and consumers would still be lined up to get the newest iphone. Marketing at apple is so good that consumers have been brainwashed into buying the product. Apple has done a great job of marketing the very few new features it has added and is pulling off something very few companies would be able to do. Samsung has even tapped into this phenomenon and made commercials about the mindless people who line up for days to get their hands on the latest technology. The bottom line is that what apple is doing is working, even I lined up for the iphone 5 this past September.