Apple fans are well-known for their dedication without fault in the computer and the manufacturer of gadget, standing in line for hours and sometimes days, just to be the first to try a new piece of equipment. According to a new study, the areas of the brain that produce this tenacity in Apple fans are the same spots fuelling religious fervour.
Scientists using a magnetic resonance imagine (MRI) machine introduced Apple fans with images from popular gadgets of the company. On doing so, they found the brain activity that reflects how religious a person brain reacts when presented with a photo of their chosen deity.
It is difficult to determine whether the reaction, the researchers found is special or not, as almost everyone has strong allegiance to a product or service, and the test was limited to the Apple brand only. Yet, the fact that something like an iPhone or a computer can create a similar reaction to a system of beliefs wired as religion is surprising in its own right.
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