How Steve Jobs and Apple turned technology into a religion

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Decades after Apple's founding, we've grown used to referring to lovers of the company's products as a "cult." The devotion of customers to Apple products has long been the envy of competitors for its fanatical fervor.

It turns out that the religious intensity with which people follow the company is not entirely by accident. In a new book, "Appletopia," author Brett Robinson examines the way that Steve Jobs drew on religious metaphors and iconography to elevate his products specifically, and technology more generally, into a kind of religion.
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