One thing that is definitely not "cool," it seems, is having a green text bubble. In the filing, it says people without Apple devices often feel a "social stigma, exclusion, and blame for 'breaking' chats where other participants own iPhones." "Brands that have a really well-established image, Apple's cool image, for instance, that they worked on to establish over the years — consumers really see that as a legitimate signal of their own coolness to themselves and other people." Consumers really care about using products and brands to express who they are to themselves and the world around them. And if you've ever watched "Ted Lasso" or anything else on Apple TV+, you've perhaps noticed iPhones and Apple products are ubiquitous.

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Persons: Apple, Steve Jobs, you've, Ted Lasso, Louis Vuitton, Joseph Nunes, they're, They're, Joshua Clarkson, Nunes, that's, doesn't, Ordabayeva, Emily Stewart Organizations: Apple, Justice Department, Dartmouth's Tuck School of Business, Brands, Samsung, Google, Motorola, USC Marshall School of Business, University of Cincinnati, Consumers, Business Locations: New Jersey, Cupertino , California, iMessage