“The Bishop of Buckingham — who reads his Bible on an iPad — explained to me the similarities between Apple and a religion. 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.”
TUAW reporting on a BBC 3 program, “Secrets of the Superbrands.”