And in a way that actually happened with the iPhone. Yes, that was also a functionality boost, but it was also a fashion object. I did a (for university, small scale) observation study at the time and found it notable that some young women started wearing their iPhone on their purse while leaving the bus - that was a shift, a thing formerly seen as a functional device became a fashion accessory.

Think about how different the target group for blackberry for example had been, or how little glamour the (mostly) cheap and small nokia phones of the past years had been.