Variation of "applause".
The rabid excitement following an Apple product launch, and/or praise of a new Apple product as the grand solution to the collective issues of the previous iterations.
This usually leads to an impulse purchase resulting in either:
1) vehement denial of any and all flaws regarding said product
2) bemoaning any and all flaws regarding said product and its rushed or illogical release
Best example: watch any Apple keynote or product launch.