Psychology says people who stand in queue for hours to buy an iPhone aren't necessarily Apple fans, they may be doing it for more than just the new phone

iPhone 18 queue Psychology: Why do people stand in long queues to buy a new iPhone when they can order it online? Psychology and consumer behaviour research suggests the answer may involve more than Apple loyalty. Studies point to the appeal of being among the first, social proof, perceived scarcity and the experience of waiting itself, with the queue potentially becoming part of the iPhone launch experience.