It’s Sunday morning. You just finished brunch and stroll past an Apple store. You stop in for a quick look. After all you’re in the market for a new mobile. 

You enter and immediately see rows and rows of people using a MacBook, an iPhone, and an iPad. There’s the adorable family playing a game on the iPad, a group of teens updating their Facebook status on a MacBook, and a hipster scrolling through the iPhone’s playlist. They are all part of the Apple lifestyle, and after seeing them you want in also. After  hovering a few moments over some of the product displays and watching others use them you leave thinking an iPhone is for you. 

You head to your favorite nearby cafe for an iced coffee. While standing in line you notice the person in front of you is texting on an iPhone 4. It’s screen is cracked. They’re having a hard time reading the text because of the cracks. Their fingers aren’t seamlessly tapping the screen. This isn’t the Apple lifestyle you observed at the Apple store. Sure they might have been careless with their iPhone, but this could happen to you! 

Apple’s strengths in marketing is in their products and users. A cracked iPhone screen damages the strategy. If there’s one thing the iPhone 5 needs to do it’s never to fail the promise of the Apple lifestyle.