I think that there is a 'self definition' (whether right or wrong) that takes place with a device decision. When people choose an iPhone or Android phone, they start to identify with that brand. The same can be said of color.

Back in 2007 I remember listening to a student and his father shopping for a Mac. He refused to buy the lower cost white one because it was girly. He had to get the top of the MacBooks black model.

I think the self definition aspect of the purchase lasts much longer than a couple weeks.