Problem: Every Year Apple Convinces The World That Slightly Newer Means Entirely New. People Queue, Post, Flex, And 30 Days Later, Move On. Insight: What Fades Faster Than Technology Is Human Excitement. The “Latest” Is Only Latest Until Someone Else Posts A Shinier Photo. Idea: “The 30-Day Launch.” A Campaign That Tracks Five Proud New IPhone Owners From Launch-Day Obsession To Quiet Regret, Ending Where All Hype Eventually Lands: On Back Market.