The Apple faithful have always been known for their blind devotion to the cult of Cupertino. But now it seems such jokey remarks have a scientific basis, with a new BBC documentary discovering Apple fans experience religious feelings when they see iPads, Macs and iPhones.
The show, Secrets of the Superbrands, focused on an Apple product launch in London. One Apple fanatic was then given an MRI scan by neuroscientists having been exposed to kit and marketing from Jobs and co.
"The results suggested that Apple was actually stimulating the same parts of the brain as religious imagery does in people of faith,” said series producers Alex Riley and Adam Boone.
You can watch Secrets of the Superbrands now on BBC iPlayer. As well as Apple, the show also focuses on Microsoft, Google and Nokia.