The undying devotion of fanboys to Apple is nothing new, but researchers have reframed Apple's relationship to its consumers/fans into something else: religion.
There are scholars who study Apple's consumers as religious devotees. Consumer behavior specialists Russell Belk of York University and Gulnur Tumbat of San Francisco State, even put together a framework for assessing Apple's mystical mythology. The company
was built on four key myths, they argued.
Here are the four narratives, as summarized by media scholar Texas A&M's Heidi Campbell, who distilled their work for her May paper "How the iPhone became divine":
- a creation myth highlighting the counter-cultural origin and emergence of the Apple Mac as a transformative moment;
- a hero myth presenting the Mac and its founder Jobs as saving its users from the corporate domination of the PC world;
- a satanic myth that presents Bill Gates as the enemy of Mac loyalists;
- and, finally, a resurrection myth of Jobs returning to save the failing company...
Gauldar's point being my main argument also.
Same as in real religion, you have fanatics... we must not upset them or they'll turn terrorists ;P
Thanks neato for bringing this to our attention!
I love "studies." I guess for these people, it beats working for a living.