In Wired, Brett T. Robinson talks about the similarities of the “Apple cult” to religious beliefs:
Technology ads provide parables and proverbs for navigating the complexities of the new technological order. They instruct the consumer on how to live the “good life” in the technological age.
Like all advertising, Apple’s ads perform a vital educational function in consumer society. The advertisements are allegorical, rhetorical attempts to domesticate foreign and abstract concepts, making them accessible and attractive to everyday adherents.
In fact, they resemble medieval morality plays in their personification of good (Mac) and evil (PC). As such, the ads contain a moral — or, more explicitly, they propose a morality customized for the conditions of the age.
Media technology has acquired a moral status because it has become part of the natural order of things. Luddites, those who have sworn off new technologies, are the new heretics and illiterates. Technology is an absolute. There is no turning back or imagining a different social order. Challenge is acceptable as long as it remains within the confines of the technological order. Apple may challenge Microsoft. Samsung may challenge Apple. But the order must not be challenged.
The impact of digital culture, then, is epistemic; it insinuates a moral system based on its own internal logic.
[…]
In the Apple story, the brand cult began offline, with users meeting in real, physical locations to swap programs and ideas. Now, the Apple community is more diffuse, concentrated in online discussion groups and support forums. However, Apple product launches and conferences remain sacred pilgrimages where Apple fans can congregate, camp, and live together for days at a time to revel in the communal joy of witnessing the transcendent moment of the new product launch.
The reverence once reserved for holy relics and liturgy has reemerged in the technology subculture. The shared experience of living in a highly technological era provides a universal ground for a pluralistic society. There may be many different devices, but only one Internet.
Technology has become the new taken-for-granted order that requires our fidelity. Obedience to the new order is expressed in the communication rituals that take place every day in the use of computers, music players, and smartphones — devices that bind individuals together. From the farthest satellite to the nearest cellphone, the mystical body of electricity connects us all. Personal technology has become “the very atmosphere and medium” through which we mediate our daily lives.
