For his documentary Secrets of the Superbrands, Riley talked to fans, industry executive, and even porn stars to find the reason behind such brand fanaticism. But it wasn’t until he met the Bishop of Buckingham that he stumbled upon his answer. While talking to the Bishop, he realised the extreme dedication people have for Apple mimics the devotion religious people have for their faith. He found his proof in an MRI study of Apple fans. The same part of the brain that responds to religious images also responds to Apple products.
So the next time you are feeling a bit snarky, find a fanboy stroking his MacBook air, and call him a religious zealot. If he protests, point him to Riley’s film. [BBC]
James
Thursday, May 19, 2011 at 1:26 PMSo basically there’s scientific evidence to suggest Apple fans are just as irrational and illogical as those who blindly follow that invisible man in the sky? Ahhh science, you’ve made my day.
huu
Thursday, May 19, 2011 at 2:12 PMhahaha Nicely put, but atleast Apple Product are real.
Mark
Thursday, May 19, 2011 at 4:00 PMthats what Apple wants you to think…
After all, Apple is generalised as a “cult” for no reason.
Mark
Thursday, May 19, 2011 at 4:01 PMsorry I mean “is not generalised”
Des
Thursday, May 19, 2011 at 2:23 PMHaha! Makes perfect sense.
Auto
Thursday, May 19, 2011 at 2:40 PMOh my Jobs!
boc
Thursday, May 19, 2011 at 2:44 PMI’ve read pretty much the same conclusion 5 years ago I’m sure.
Gino Rodrigo
Thursday, May 19, 2011 at 3:55 PMSecular society came to this conclusion just now?
poltak
Thursday, May 19, 2011 at 5:12 PMI’ve often thought the same thing about some of the die-hard Mac fanboys among my acquaintances… but then again, a lot of the time it’s the same with the hardcore Windows and Linux users… and to a lesser extent the BSD fellows.
“Fanboyism” in general is a hoot!
Fab
Thursday, May 19, 2011 at 5:40 PMNow apply the thought process that we no longer tell the computer what to do and we all should be really looking at the fact we aren’t the user we are their toy… Where is the human safe guard code? Opps
Anonymous
Thursday, May 19, 2011 at 6:13 PMI would say not a religion, more like gayism. die-hard mac fanboys around me seems to die as Steve hits the backstage.
They roar and cheer when he is up in the stage. Connecting the dot, we get gayism. Just like the Belieber.
Womp
Thursday, May 19, 2011 at 6:32 PMHe had to ask Porn Stars why people like Porn? Really?
Where is the study into how lucky bastards like this guy fall arse backwards into the bestest jobs ever?
Mohtastic
Thursday, May 19, 2011 at 9:07 PMFirst off i agree about this article, But its not “fanboyism” its called “appleism” yes its treated as a tech religion, yeah so what? we go after good company, that sells good products, big deal?
Mitch
Friday, May 20, 2011 at 9:09 AMJust proves what we’ve known for ages: Apple is a religion, and Steve Jobs is God to them.
Steve
Friday, July 29, 2011 at 10:04 AMIt’s the product of market research.
The human brain has more buttons than an iPhone and advertising knows which ones to push. You may be aware that we are mindless consumers and that our culture has been shaped to be both dependant on modern products. All this research comes from military funding and there are things we just don’t want to know about but it does not make them any less real. We are just processors of society and we are targeted with instructions everyday. Walk, Dont Walk, No smoking in this area (signs usually found near public ashtrays) buy these new Nike shoes and those DG sunglasses. Use facial jewelery or tattoos and a big gold chain to define yourself as an individual is the growing sea of disposable human waste called society. Are we beleive we need these things to so we get into dept to obtain them. Does anyone need another defenition of the term fasle economy? The point is that we are managed as a mass and we always have been. The oldest tool in this game is called religeon. They might not have known about how the brain works internaly when the concept of religeon came about but they knew the power it had over the human mind and the truth of our need to be led as only 10% of us need to lead. You may think I’m going off the track here but think about the technology itself as the means of managing us. They know where you are, who you know and everything you say, text and view on the net. Will technology be the new religion? It walk and takls like a duck…
Greg Zeng
Tuesday, August 2, 2011 at 2:54 AMCheck the last few years of ‘Psychology Today’, hardcopy in most libraries, or free softcopy on the Internet. Fanboyism is hardwired into the mammalian brain. Recent Ozzie newspapers are now asking: our children are becoming sexualized by USA mass-media: Lady Gaga, etc. Is there an alternative to guru & brandname worship?
Scientifically – not possible. A few days ago the Murdoch voice in Australia (‘The Australian’ newspaper) claimed to be fair & rational, etc.
As every editor & publisher knows (another of my ex-professions), any enterprise depending on wealthy benefactors have a loyalty to their benefactors FIRST. The consumers of our productions …. they are a last consideration. My job as an Australian Army officer or other managerial role from my past, is to provide cannon fodder for my financial benefactors.
If I fail to give ‘false gods’ to the sheep, the sheep will get lost & desperate. God was not enough. Ok. Give them Joseph, Mary. Not enough? Ok – add more ‘saints’ in. Also ‘angels’. Still not happy. ok. Amiga, Apple, Microsoft, General Motors, Ford, & Kraft.