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]