It has emerged that blind trust for a technology brand can be equivalent to the dedication of a devotee to a religious purview.
An MRI scan of an Apple fanatic's brain has found that the same part was stimulated as a believer's did when he confronted religious imageries.
Journalist Alex Riley carried out the test for the BBC documentary 'Secrets Of The Superbrands', during which he also visited the opening of Apple's 'Covent Garden store'.
He compared the scene of the store to 'an evangelical prayer meeting', as staff frantically cheered hundreds of restless customers jostling in the store.
Interestingly many of those people didn't even mind sleeping outside the store for the entire night or travelling from other countries despite the fact that there were no free products or discounts on any offer.iley hired a group of neuroscientists to look into the brain of one such fan to understand the extent of dedication he has for the product.
"The results suggested that Apple was actually stimulating the same parts of the brain as religious imagery does in people of faith," the Daily Mail quoted him as saying.