A recent trend in Human-Computer Interaction (HCI) research addresses human needs that go beyond the instrumental, resulting in an increasing body of knowledge about how users form overall evaluative judgments on the quality of interactive products. An aspect largely neglected so far is that of temporality, i.e. how the quality of users' experience develops over time. This paper presents an in-depth, five-week ethnographic study that followed 6 individuals during an actual purchase of the Apple iPhone . We found prolonged use to be motivated by different qualities than the ones that provided positive initial experiences. Overall, while early experiences seemed to relate mostly to hedonic aspects of product use, prolonged experiences became ...