70% of kids can't be hip and cool. It's a numbers game where being the winner means losing cool cred.

For example, do your parents have iPhones? Anything your parents are into instantly loses cool.

Not necessarily. A few years ago Blackberry, the corporate phone of choice, was super-cool with teenagers.

After the London riots there were lots of breathless articles about the menace of BBM and how the yoof were using it to plan their mischief.

Because BB messaging was exempt from data caps etc thanks to agreements between Blackberry and carriers.

I have seen similar outcomes when carriers have introduced unlimited calling plans "because teens only text", only for said teens to switch to calling en mass.