This book explores the origin and future of "upgrade culture," a collection of cultural habits and orientations based on the assumption that new technologies will rapidly, perpetually, and inevitably emerge This book will have a broad appeal to social/cultural theorists of technology, marketing, and consumerism, as well as to scholars in business history, communication, cultural studies, media studies, sociology, and anthropology By analyzing discourses of technological change and the practices of marketing workers inside the consumer technology industry between the early 1980s and the late 2010s, the book describes the genesis, maintenance, and future of upgrade culture Based on archival and popular sources, first-hand interviews with a range of industry professionals, and participant observations at industry-only events, the book attends to issues both intimate to the culture of marketing work and structural to the organization of the consumer technology industry