I know many of us like to go out and buy the hottest gadget (”thing”) that there is out there. Apple iPhone comes out, and we go out and buy it without really thinking what we are paying for and whether its price is justified. But how come some of us manage to resist the urge and temptation that a shiny product such as iPhone brings about? As much as I would like to say that these guys are just stronger at heart, that is probably not true. Obviously, there are some people who just don’t see the need to buy an iPhone as it is not their thing. But for the rest of us, resisting a product such as iPhone can be possible by apply the “debrandation” process. Debrandation is the process of seperating what your feelings are for a particular brand in order to look at products from a more logical perspective. The Apple crazed often struggle with this process. If you ask an Apple gal, what the best MP3 player, should would tell you that it is Apple iPod. How about the best phone? iPhone! The best Car? hard to tell as iCar is not out! But is iPod really the best digital music player? Does it have all the features some of its less known rivals have? Does it have the best battery life? Of course, if you do not debrand iPod, you are probably never going to ask these questions. Now, I am not suggesting that iPod is or is not the best music player we have on the market. What I am suggesting is did you buy your iPod because you thought it was the best product or just because it was made by Apple.