People have often talked about “the cult of Apple”, and if a recent BBC TV documentary is to be believed, there could be something in it.
The program, Secrets of the Superbrands, looks at why technology megabrands such as Apple, Facebook and Twitter have become so popular and such a big part of many people’s lives.
In the first episode, presenter Alex Riley decided to take a look at Apple. He wanted to discover what it is about the company that makes people so emotional. Footage of the opening of the Cupertino company’s Covent Garden store in central London last year showed hordes of Apple devotees lining up outside overnight, while the staff whipped up customers (and themselves) into something of an evangelical frenzy. This religious-like fervor got Riley thinking – he decided to take a closer look at the inside of the head of an Apple fanatic to see what on earth was going on in there. More...
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