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
There was so much appleause surrounding the release of the white iPhone that no one paid attention to the fact that it was an identical device with no new features.
Best example: watch any Apple keynote or product launch.