It’s sleek, it’s slim, it’s got a sexy touchscreen – without a shadow of a doubt, the iPhone has taken the world by storm. But is this a passing fad or a technological innovation that will live on?

We’re all familiar with the spec of the newest Apple smartphone, the iPhone 4S: the Siri technology, the 1080p camera, the beefed up battery. And yet, many internet bloggers seem more concerned with the phone’s lack of aesthetic improvements. Are we really so shallow as to be preoccupied with what’s on the surface, virtually ignoring the technological wizardry that lies within?

Of all the smartphones currently on the market, the iPhone 4S is the model most associated with ‘cool’. It has all the requisite panache and flair to appeal to educated males between 25 and 35, the iPhone’s prime demographic. (The same attributes also make the 4S an attractive proposition to users of both sexes and all ages.) The iPhone is more than just a phone – it’s also a status symbol. The iPhone is hip and edgy, whilst still packing enough technology to be a bit dweeby. It’s geek chic; it’s adorkable. From the cartoonish flourishes, such as the leather on the sides of the calendar, to the sheer volume of crazy (useless?) apps available, the iPhone allows you to customise your product and flaunt it as an extension of your personality. It’s individualism for the masses. With Apple and other third party outlets filled with accessories for your iPhone – covers and screen protectors, earbuds and retro headphones – purchasing one doesn’t feel like succumbing to a fad, but rather like forging your own identity. Hell, there’s even a line of glitzy couture iPhone accessories now available, for the ultra style conscious iPhone user.

It is a universally acknowledged truth that nothing stays cool forever – everything becomes uncool eventually. Ripaways; Take That; MySpace; all have been slain by this time-appointed sword. The trouble with the iPhone posing as the fun, trendy version of the business-like BlackBerry phone deals is that eventually it will be ‘out’.

Let’s look at another brand that declined in stature purely because of its popularity. Little less than a decade ago, Burberry unveiled a new line with the now-ubiquitous check pattern on its clothing. Agent of its own demise, the fashion label offered accessories such as baseball caps, umbrellas and scarves with their signature check. These items, though still ka-ching, were more affordable than full ensembles. That, however, was not the problem. The problem, of course, was that chavs the nation over decided to wear the check hats and scarves. Soon Burberry struggled with a clientele that was so far from their brand image it was barely recognisable. The check, however, remained extremely recognisable, especially on CCTV. Soon the Burberry check became a chav cliché, and popularity declined further.

Is the iPhone the Burberry of today? The answer to that question depends on how cynically you view the handset. Yes, it can do its job and is a brilliant smartphone, but what distinguishes it most is the hype surrounding it. Buy an iPhone and you buy an image, a brand. Those who are not tech-savvy, who don’t know (or care) what cloud computing means buy iPhones too. Apple cannot maintain its superior image as its popularity increases and its users move out of step with its desired image. Should this brand ultimately be unmasked and decried as last year’s junk, where will the iPhone be then? Popularity is a fickle friend.