Menomonie, Wis. (WEAU) -- "I have the 4, I have it in white and I absolutely love it," said Rachel Radzak, a UW-Stout student. She is talking about the iPhone 4.
She says she would not go anywhere without her iPhone 4. She uses it day in and day out, for almost anything you can think of. Banking, Facebook, Twitter, even school.
"And I can log into the Stout website and check assignments," she said.
Not only does Radzak swear by her phone to get her through the day, she says it has got to be her iPhone. She buys by the brand, and is more aware about the iPhone 5 coming out tomorrow.
"Sure I'm thinking about it, I'd love to have it," she added.
That brand appeal is what keeps customers like Rachel coming back.
"It's been the same way, the branding, since the Macintosh back in the 1980's, but it's a real strong challenge for Apple to keep being able to do that," said Kelly Schultz, a Marketing Professor at UW-Stout.
He says Apple has a unique way of announcing its products, keeping it quiet until the big day, feeding off rumors and excitement.
"It to the news cycle because it's not just the day of, and people are talking about it weeks ahead of time, so they stay in the news cycle longer," he added.
While not everyone counts down to the new iPhone, Schultz says the idea is to get a core group excited and let it spread from there. But not everyone is buying into it.
"I just think it's funny, it happens all the time because whatever product comes out that's new you gotta get it, even though it does the same stuff," said Trevor Fincher.
Rachel says for now she is going to stick with her iPhone 4, at least until her contract is up and the next big gadget comes out.
But she says she can understand the hype, and long lines in places like New York and Chicago.
"I mean if I lived there and I needed a phone, I would be right outside waiting for one with them," she added.