Apple is in the same branch as sports clubs and religious institutions. They have wildly different products, but a similar way of working: speaking to people's

Apple is in the same branch as sports clubs and religious institutions. They have wildly different products, but a similar way of working: speaking to people's basic desire to be part of something greater than them. With the same vigour that religious devotees promote their book, and sports fans promote their football club, Apple customers promote their phone. That's fine, it's human. In many cases there is some truth to it. I'm guilty of at least one of these 3. It's also perfectly normal that you view your behaviour in this regard as being rational, while it actually isn't.