Aside from making great products and no longer being the fiesty outisder-underdog, people relate to Apple in the same way that they relate to religion.
Indeed, as illustrated in this (hilarious) video that’s garnered 5.5 million views on YouTube, it is hard to shake the faith of iPhone buyer that they are purchasing the world’s best device.
“What the hell entices you about the iPhone 4, if you don’t mind me asking?” an imaginary store clerk says. “It is an iPhone,” the cartoon customer response. “You do realize that doesn’t mean anything. It’s a brand,” the clerk responds, but to no avail.
But that’s just it: the iPhone does mean something, and it’s the type of meaning that transcends rational optimizing about features and raw performance. “Apple weathered the storm because there is such brand loyalty through the religious narrative,” Campbell maintained. “When you’re buying into Mac, you’re buying into an ideology. You’re buying into a community.”