Apple as a religious experience

As I am starting to embrace Apple’s products and a technology marketing observer I find this very interesting.

  1. a creation myth highlighting the counter-cultural origin and emergence of the Apple Mac as a transformative moment;
  2. a hero myth presenting the Mac and its founder Jobs as saving its users from the corporate domination of the PC world;
  3. a satanic myth that presents Bill Gates as the enemy of Mac loyalists;
  4. and, finally, a resurrection myth of Jobs returning to save the failing company…

The last one is not a myth and is actually a fact and is helping the users to experience computing at a level far above the other equivalent products.

The Varieties of Religious Experience: How Apple Stays Divine
Alexis Madrigal
The Atlantic, JUL 23 2010


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