| Sumario: | This article utilizes Durkheim's definition of religion to demonstrate the religious dimensions of the Apple phenomenon and by doing that aims to assert the presence of religiosity outside of its conventional sphere. The analysis of Apple consists of four elements of Durkheim's definition--community, beliefs, sacred, and rituals. The devotees of Apple's community base their beliefs on notions of individuality, creativity, and counterculture, and this system of beliefs is supported by a mythos surrounding Apple's history and Steve Jobs's life. The Apple brand itself is the most sacred symbol of the community, protected by the taboo of criticism. The products act as religious fetishes to Apple devotees, and Apple stores function as temples. Followers perform public pilgrimages to store openings and Apple conferences, and private rituals of product unboxing.
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