For Apple fans, the brand triggers a reaction in the brain that's not unlike that of religious devotees, according to a BBC documentary series that cites neurological research.
The neuroscientists ran a magnetic resonance imaging (MRI) test on an Apple fanatic and discovered that images of the technology company's gadgets lit up the same parts of the brain as images of a deity do for religious people, the report says.
The first episode of the documentary shows Apple employees "whipped up into some sort of crazy, evangelical frenzy" at the recent opening of an Apple store in London.
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Apple triggers 'religious' reaction in fans' brains, report says - CNN.com