>>My point was that consumers tend to over-estimate how rational their decisions and their brand loyalty are. So you were not talking about the iPhone but abou

>>My point was that consumers tend to over-estimate how rational their decisions and their brand loyalty are. So you were not talking about the iPhone but about people's explanations for why they bought iPhones? Edit: If I wasn't clear, I still need a good motivation for why Apple would be such a special case, if you are going to make a case.