The cult of Apple is real, according to neuroscientists.
They compared MRIs of Apple fans’ brains to those of people who call themselves “very religious” and found that Apple and religion light up the same part of the brain. This means that Apple triggers the same feelings and reactions in people as religion.
The documentary also likens Apple Stores to cathedrals. “Apple stores often feature stone or other types of austere, simple flooring like a church with products mounted on pedestals like individual altars,” writes Inc’s Renee Oricchio.