Yes, it's the way of the cool-cycle. 10 years ago everyone thought Bang & Olufsen (http://www.bang-olufsen.com/ http://www.bang-olufsen.com/) was the coolest s

Yes, it's the way of the cool-cycle. 10 years ago everyone thought Bang & Olufsen (http://www.bang-olufsen.com/ http://www.bang-olufsen.com/) was the coolest stereo around. Everybody wanted to have one, and eventually the not-so-cool people got one too. Now the cool people would never be seen alive with a Bang & Olufsen stereo, because everyone has got it. Even their dad, by definition the most uncool person on the face of the earth, has one standing around in his un-cool living room. The reason something is cool is that trendsetters and opinion leaders endorse it. The reason they endorse it is that nobody else has it yet. (And of course that it has some merit of it's own, which Apple certainly has) Once it goes mainstream they will start looking for something the new thing. I see this happening to Apple right now, the opinion leaders are starting to move on because apple products are becoming mainstream. This is a major issue that Apple will have to address: if they continue their growth cycle they will become main-stream and cannot keep playing the cool-card in their marketing. If I knew what would replace them though, I wouldn't comment on HN, but sipping champagne on a tropical island with a russian supermodel and a good book.