A BBC Secrets of the Brands documentary looks into how one Apple fan's brain reacts to the brand's iconography. Turns out "the Apple products are triggering the same bits of [Brooks'] brain as religious imagery triggers in a person of faith."
Back in 2004, Douglas Atkin in his The Culting of Brands (aff link) drew similar parallels between religious cults and brands that enjoy very enthusiastic following, Apple in particular; I posted about the book here.
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