I assure you, from car brands to shoe brands to soda brands, brand tribalism by consumers has always been with us. On the tech side, we saw it with console wars of every generation, PC/accessory brand tribalism, even OS/software tribalism. TVs, radios, portable music players, AV equipment of all types, etc. When cell phones came on the scene, you had significant brand rivalries there, even before smartphones. (You see remnants in this when people get nostalgic about Nokias or Blackberries or Razrs).
I assure you, from car brands to shoe brands to soda brands, brand tribalism by consumers has always been with us. On the tech side, we saw it with console wars of every generation, PC/accessory brand tribalism, even OS/software tribalism. TVs, radios, portable music players, AV equipment of all types, etc. When cell phones came on the scene, you had significant brand rivalries there, even before smartphones. (You see remnants in this when people get nostalgic about Nokias or Blackberries or Razrs).