The Religion of Apple

This is your brain on religion. This is your brain on Apple products. Don't be surprised if your brain looks the same under the influence of either one.

A team of British neuroscientists conducted a study in which they scanned the brain of an Apple user and discovered that Apple products stimulate the same part of the brain as religious imagery does in people of faith. The study was sponsored by a BBC documentary, "Secrets of the Superbrands," that examined the relationship between consumers and brands.

The program's creators said that they decided to use Apple as the object of their investigations when they passed by a London Apple Store and noted that the customers looked like they were participating in "an evangelical prayer meeting" rather than waiting in line to buy a phone or laptop.

"And when a team of neuroscientists with an MRI scanner took a look inside the brain of an Apple fanatic," documentarians Alex Riley and Adam Boome wrote, "the results suggested that Apple was actually stimulating the same parts of the brain as religious imagery does in people of faith."

— PC Magazine

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