BBC Three looks into 'evangelical frenzy' over Apple
16 May 2011 Last updated at 23:45 BST
Why have companies like Apple and Google grown so explosively in the past few years and why do the brands garner such loyalty from their customers?
A team of neuroscientists scanned the brain of an Apple fan and it showed that the brand was stimulating the same parts of the brain as religious imagery does in people of faith.
Alex Riley reports for BBC Three.
Secrets of the Superbrands is on BBC Three at 2100 BST on Tuesday, 17 May. Or watch online via iPlayer (UK only).