The iPhone 5 and the Horrible Power of Hype

Excitement is what makes life worth living–you know, the kind of joy that you experience when falling in love, having your first child…and getting your grubby little hands on Apple’s iPhone5.

Of course you’ve heard that Apple debuted the latest version of the iPhone this week amid a global carnival of hype. Hype is a very powerful tool in PR strategies; in fact, hype is so formidable that it can make intelligent, normal people delude themselves into believing in a reality that doesn’t exist.

Jimmy Kimmel proved this point by asking pedestrians to evaluate the new iPhone 5 and then handing them an iPhone 4S.

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