Next time Grandma asks why you're going to the mall on Sunday morning instead of church, tell her you're going to Apple Chapel.
For Apple fans, the brand triggers a reaction in the brain that is not unlike that of religious devotees, according to a BBC documentary series that cites neurological analysis.
The neuroscientists ran a magnetic resonance imaging (MRI) test on an Apple fanatic and discovered that images of the technologies company's gadgets lit up the exact same parts of the brain as images of a deity do for religious folks, the report says.
The first episode of the documentary shows Apple employees "whipped up into some sort of crazy, evangelical frenzy" at the recent opening of an Apple store in London.
Observers and Apple critics have long accused fans of the tech firm of taking their infatuation to an extreme.
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