If Steve Jobs got on stage this fall and all he said was, *”We’ve designed a new iPhone and we think it’s pretty great. It goes on sale next week.”* Then I would still be in line to buy one. So would a third of those in [this survey](http://www.eweekeurope.co.uk/news/survey-consumers-want-iphone-5-sight-unseen-35119) by eWeek.
I would be in line because: (a) I know I can sell my iPhone 4 on Craigslist to cover the cost of my iPhone upgrade; (b) using and being familiar with the latest tech (within reason) is a big part of my job; and (c) I’m a huge nerd (Big surprise, right?).
Good marketing may get people in the door the first time, but good product design gets them in the door the second (and third, and fourth, and fifth) time.