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Apple and Religion share common ground in the minds of some

Posted by on 22/05/2011


In a recent BBC documentary entitled Secrets of the Superbrands, host Alex Riley explained how Apple shares a common ground with religion in the minds of many Apple fanatics.

The show which focuses on a number of megabrands such as Apple, Facebook, Microsoft and Sony (among others) demonstrated how masses of people become loyal to certain brands, that it becomes something more of worship than just loving a particular brand and product.

It seems that Apple’s ingenious marketing techniques have made it the company it is today. Alex looked at the opening of a new Apple store at Covent Garden in Central London and noticed how the company first launched by putting up a red veil, and then revealing a slight bit of the logo one week before launch. While other companies may issue long winded and boring press releases of a store opening, Apple tells no one until the week before. They even keep some of the details hidden till the day or even hours before the launch, to keep that level of mystery going. At the pre-launch, the Apple employees were seen getting a pep talk and then being cheered on.

Fans came from all over the world (China, USA, Africa, just to name a few) to witness the opening. When 10am hit, one fan was so eager that she even ran in before the official count down. Alex Riley then met with the Bishop of Buckingham to discuss why Apple has such a powerful influence over many. He mentioned that Steve Jobs’ product launches can somewhat be compared to religious sermons, and while church-goers look forward to the 2nd coming, he jokingly said the 2nd coming was in 1997 when Steve Jobs came back. He also mentioned that Apple stores in the UK have a tendency to appeal to the visual senses with glass staircases, roman arches and small alters where users can test out new products.

Finally Riley convinced Alex Brooks, the Editor of World of Apple, to take an MRI scan to have his brain activity analyzed when he saw Apple products versus the leading competitors. The neuroscientist noticed quite a lot of activity in the visual cortex when Brooks looked at Apple specific products. The end conclusion was that his brain’s reaction was similar to that of those who saw imagery related to religious culture, and that Apple has mastered its promotional strategies by appealing to the emotional side of human senses. While that may sound like a marketing 101 strategy, Apple is one of the few companies that actually successfully implement such tactics, leaving its competitors in the dust. Maybe that’s why fans over in China went so far as to break down the glass doors at the Beijing Sanlitun Apple Store, all for the iPad 2.

If you live in the UK, you can watch the first episode in the series here.

  • Ruud

    “If you like in the UK, you can watch the first episode in the series here.”
    like -> live

  • Bradley Wint

    Thanks ^^

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