Apple the cult: They have a leader (Steve Jobs), they fit the dictionary definitions for 'religion' and 'cult', they have fervent followers trying to "convert" the "heathen" (pc users), as though they would be doing the world a great favour by making pc users "see the light"... when in fact what they are really doing is making Steve Jobs more money, like the corrupt american tv evangelists... Marketing Magazine | The cult of Apple: "Apple is, in fact, possibly the prime example of a 'cult brand,' a phrase coined by U.S. ad man and author Douglas Atkin in his recently published The Culting of Brands: When Customers Become True Believers (Portfolio, $36). Atkin notes this cult status-that some consumers grant Apple and others like eBay, Harley-Davidson and Starbucks-is not dissimilar to the emotional investments people make in mainstream and fringe religions."