Given Apple's meteoric rise over the last decade to become the most powerful brand on earth, it's not surprising that the company's often described in a religious context. The iPhone is referred to by many in the press as the Jesus phone, there's the WWSD mantra (what would Steve do?), and so on.
And now we know why – neuroscientists have looked inside the brain of an Apple fanboy, and discovered that exposure to anything Apple-based triggers the same part of the brain stimulated when those of faith come across religious imagery.
The scientists' findings were revealed in a BBC Three documentary Secrets of the Superbrands, which is currently available on the BBC iPlayer.
The documentary takes comments from the Bishop of Buckingham that Apple is becoming a religion, and actually puts the theory to the test. It also examines Google, Microsoft and Nokia.
According to series producers Alex Riley and Adam Boone, “when a team of neuroscientists with an MRI scanner took a look inside the brain of an Apple fanatic, it seemed the bishop was on to something.
“The results suggested that Apple was actually stimulating the same parts of the brain as religious imagery does in people of faith.”
They likened the scenes at the Apple Store on Regent Street during a big Apple product launch as being like an “evangelical prayer meeting”.