World of Apple

World of Apple Editor-in-Chief, Alex Brooks has MRI scan

In the UK the BBC will very soon begin airing the first in a series of shows that highlight the relationship between brands and humans. The first episode in the Secrets of the Superbrands series focuses on technology brands and during the hour long show will look at Apple, Google, Microsoft, Nokia, Sony and Facebook.

In the first episode the BBC team with presenter Alex Riley take Editor-in-Chief of World of Apple, Alex Brooks and use a functional MRI to scan the activity whilst being exposed to images of Apple products. As written by Alex Riley the results are akin to the reactions of those to religions:

The Bishop of Buckingham – who reads his Bible on an ipad – explained to me the similarities between Apple and a religion.

And when a team of neuroscientists with an MRI scanner took a look inside the brain of an Apple fanatic it seemed the bishop was on to something.

The results suggested that Apple was actually stimulating the same parts of the brain as religious imagery does in people of faith.

Those in the UK wishing to watch the first episode of Secrets of the Superbrands can do so on BBC Three at 9PM tonight, BBC HD at 10.30PM or catch up on the iPlayer.