A team of British neuroscientists claims to have found proof that iPhone maker Apple has become as potent as a religion in stimulating the minds of its followers.
The startling revelation, detailed in BBC documentary Secrets of the Superbrands, comes after the Bishop of Buckingham, who himself reads the Bible on an iPad, admitted that Apple is turning into a religion.
Scientists decided to put the Bishop’s claim to the test and took MRI scans of an Apple fanboy, which showed that Cupertino's branding stimulated the same part of the brain as religious imagery does in religious folk.
It’s all in the head
Alex Riley and Adam Boone, producers of the documentary, said: "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."
They pair went on to compare the excited frenzy at the recent opening of Apple’s new store in London’s Covent Garden to an "evangelical prayer meeting".
The show also found that loyalty to superbrands like Apple, Facebook and Google is increasingly responsible for intense rivalry between fans.
Let’s just hope a soft drink doesn't cause a new world war.