In the case of an Apple launch, the consumer wants to gets caught up in something bigger than themselves. This creates urgency around purchase proximity to release. To buy into the Apple brand culture is to follow a doctrine of values of continuous improvement, sexy innovation, to have the newest and the best.
This obviously works in Apples and the distributors favor in terms of fueling even more hype and publicity. The launch event then becomes much greater than the product itself. Whats left after the hype blows over, is a much more mundane and ordinary purchase that is to be avoided by the average Apple fan. The Apple fan wants to be anything but ordinary.