Last week a colleague and fellow iPhone 3GS user asked me if he should consider ordering an iPhone 5 when it’s finally announced. I told him that I would without hesitation order one today for myself, despite not knowing for sure when it will be available, what it will look like, what the specifications will be, or how much it will cost.

After reflecting on my answer, I realized that there’s no other company or product that I’d spend several hundred dollars on with so little thought. THAT crystallized exactly how I feel about most new Apple products. They’re that good.

And I know I’m not alone.