Great story on TUAW about a documentary that was just shown on BBC 3 tonight in the UK called Secrets of the Superbrands, which looks at the role that brands play in all our lives. The showâ€™s creator, Alex Riley, has been talking about one particular part of the show where the Bishop of Buckingham, who likes to read the Bible on his iPad, said that Apple was similar to a religion. The programme investigated this aspect of Apple fandom by having some neuroscientists study an Apple fanâ€™s brain by scanning it with an MRI. The results of the brain scan indicated that Apple was stimulating the same areas of the brain that are stimulated by religious symbols in religious people. A good way to hype up the whole "Apple-as-a-religion" point of view, but as TUAW points out, surely the brain would have the same reaction looking at anything that interests the person whoâ€™s brain is being scanned? The programme is certainly worth watching as Riley spends a lot of time trying to understand the Apple phenomenon, including featuring the opening of the biggest Apple store in the world to date in London's Covent Garden. If you missed the programme, itâ€™s got top billing on the BBC iPlayer at the moment for those in the UK who can watch it, but it seems to be crashing the iPlayer app at the moment with so many iPad owners trying to watch, maybe, so possibly wait until tomorrow to check it out.
Source: TUAW BBC: Loving Apple looks like a religion to an MRI scan