Mac as religion
The fanaticism many fans have towards the Mac has often been compared to a religious belief.Belk and Tumbat (2005) draw the Mac community into the idea of a religion:
This religion is based on an origin myth for Apple Computer, heroic and savior legends surrounding its co-founder and current CEO Steve Jobs, the devout faith of its follower congregation, their belief in the righteousness of the Macintosh, the existence of one or more Satanic opponents, Mac believers proselytizing and converting non-believers, and the hope among cult members that salvation can be achieved by transcending corporate capitalism. (pp. 207-208)
Belk and Tumbat note the Apple logo—an apple with a bite taken out—and its comparison to the creation myth of Christianity with Adam and Eve and the partaking of the fruit.
Steve Jobs, cofounder and CEO of Apple, is perceived as an almost deity, using the classic heroic myth to draw this comparison:
1. The call to adventure, or the beginnings of Jobs' interest in computers.
2. A helper, or cofounder Steve Wozniak.
3. A wonderous journey, or the founding and early success of Apple.
4. Trials, or the flops of Apple III and Lisa and the competition with IBM and Windows.
5. More helpers; early Apple employees.
6. Apotheosis; Jobs' rise to become a legend in the computer world.
7. Flight; Jobs leaving Apple in the mid-1980s.
8. Resurrection; Jobs' return to his position as CEO in 1997.
9. The boon that restores the world; the subsequent success of Apple.
Microsoft, its founder Bill Gates, and IBM are seen as Satanic opponents for Mac followers, as the personification of the Big Brother figure and company in the "1984" ad, therefore as the "evil" corporations and Gates as the "antichrist" to Jobs' "Christ" (Belk, & Tumbat, 2005, pp. 207-210).
Further, the previously-mentioned idea of evangelism comes into play. Mac followers--those who are believed to have chosen the correct path--have a desire to convert the masses to the way of the Mac. Mac users believe they can reach salvation by "transcending corporate capitalism," a goal they believe is being sought by Apple:Unlike arch-rival Microsoft, members of the cult of Macintosh believe that Apple is not so much motivated by the desire to make money as it is by the desire to bring about the hierophany of offering the world truly "neat stuff." (Belk, & Tumbat, 2005, pp. 212-213)
Another important aspect of the idea of Mac as religion is the community-like nature of religions in general and of the Mac "religion" in particular. Mac users congregate in MUGs--church meetings for Mac users. Mac users are able to find companionship with the simple notion of having the same computer preference. This product community is deemed important by many of its users, which strengthens the dedication--and beliefs--of its users, much like a sense of community with a religion strengthens faith in that religion.