In the BBC Three TV program “Secrets of the Superbrands,” Alex Riley explores the world of the superbrands – how they get us to buy their products, trust them and even idolize them
“The scenes I witnessed at the opening of the new Apple store in London’s Covent Garden were more like an evangelical prayer meeting than a chance to buy a phone or a laptop,” Alex Riley reports for BBC News. “The strangeness began a couple of hours before the doors opened to the public. Inside the store, glassy-eyed staff were whipped up into a frenzy of excitement, jumping up and down, clapping and shouting. When the doors finally opened, they hysterically ‘high-fived’ and cheered hundreds of delirious customers flooding in through the doors for hours on end.”
MacDailyNews Take: “Glassy-eyed?” Puleeze. We prefer our claptrap without icing.
“And what did those customers – some who’d travelled from as far away as the US and China and slept on the pavement for the privilege – find when they finally got inside? Well, all the same stuff as in the Apple store half a mile away on Regent Street. No special offers, no free gifts (a few t-shirts were handed out), no exclusive products,” Riley reports. “Now that’s devotion.”
“I searched high and low for answers. The Bishop of Buckingham – who reads his Bible on an iPad – explained to me the similarities between Apple and a religion,” Riley reports. “And when a team of neuroscientists with an MRI scanner took a look inside the brain of an Apple fanatic it seemed the bishop was on to something. The results suggested that Apple was actually stimulating the same parts of the brain as religious imagery does in people of faith.”
“Secrets of the Superbrands” can be seen online via iPlayer (UK only) here.
Read more in the full article here.
MacDailyNews Note: Apple cultists, this year’s annual cult of Apple indoctrination will be held in San Francisco, June 6-10. Even if you don’t have tickets to potentially hear The Master speak and bathe in His RDF, you can still participate. Every evening, we’ll hop into the vans and go door to door spreading the iOS gospel, selling iTunes Gift Cards and, of course, soliciting Windows to Mac switchers. As usual, the Kool-aid reception is planned for later each night – all are welcome. Do not forget your robes!
[Attribution: TUAW. Thanks to MacDailyNews Reader “Opportun” for the heads up.]
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