The case for why Apple may be the only organized religion in the U.S.--with a stock ticker symbol!

Okay, someone has to say it--and I will: Apple is more like a religion than almost any other business I know.  I don't really think it's an organized religion, but it sure seems like one.  I haven't come to this conclusion overnight; indeed, Apple--and it's adherents--have worked their effect on all of us and it's simply time to say it:  Apple's as close to a religion as one can get without actually promising eternal salvation.  There are at least four ways that seem to point to this being true.  Let me explain:

[1] Adoration of a savior-like figure. Steve Jobs is viewed by both customers and Wall Street analysts as the guy who makes all the miracles occur at Apple.  Indeed, he's credited with all product design and the minimalist, clean appearance of the line--you know, the smooth rounded corners, the "feel" of the product in one's hand; the packaging, the pricing, the advertising, the spokesperson duties for all new introductions.  

Frankly, I'm surprised for all he's credited with doing that he has anytime to sleep.  Come to think of it he may not need to sleep, given the God-like attributes some swear he has.  In any case, if you listened to most customers who speak so reverentially about Steve Jobs, you've got to know that he's one creative, omni-present, and busy guy there at Apple.

Now, I'm pretty confident that Mr. Jobs isn't toiling each day at a work-bench, designing the next generation of iPods, but to listen to almost everyone else--that task just wouldn't get done right without the omni-presence of Steve, if not on the floor, at least near-by.  

Which brings up the topic of the day when he won't be near by: Whenever Mr. Jobs' health and well-being are called into question, Apple stock plummets--as if the products that are now offered will soon be turned out--save for Mr. Jobs being there--with toggles and switches, ugly colors, poorly designed packaging, and no one to be the spokesperson at the next press conference.  The day Mr. Jobs punches his time-card for the last time--that's the day I'd hope to have had enough sense--or good luck--to anticipate having sold my stock in Apple the previous day!

[2] Simple-but-strong doctrinal belief. The firm has a customer following that is driven by the core belief that Apple products--all Apple products--are fundamentally without rivals in the marketplace.  Customers demonstrate to a fault--virtually to a person--a firm conviction that there are no better products to be found, no more advanced technology anywhere than Apple's--nothing in the world is better than an Apple device, save for the second-generation of whatever Apple is presently selling. The unshakable allegiance of devotees to Apple is captured in the now-famous YouTube clip "I want an iPhone4."

What's more, customers will stand in line for hours or even camp overnight underneath the open sky only to gain an early, advanced chance to abandon perfectly good iPhones or iPads to buy even more expensive ones when a new generation is brought out.  This happens not so much in the face of a pent-up need for a new technology--most of which is imperceptible or only marginally better--but simply to have the latest icon that Mr. Jobs has blessed and recommends.  

[3] Cult-like evangelism. Apple customers are not simply content to own Apple products--they have a zealous desire to convert the rest of the world to their point of view.  I admit they have yet to knock on my front door and give me a religious pamphlet, but few have lost the chance to try and convert me while we are otherwise engaged in a routine conversation.  With what I can assume are only the best of intentions, Apple devotees seek to "save" me from engaging in a purchase decision they are certain I will regret for a very long time. 

Just a few days ago I was walking down a hallway talking with a very smart colleague and friend; what I thought very odd was when she learned that I had just bought a non-Apple smart-phone, she earnestly questioned whether I had taken leave of my senses when bought a Droid--instead of an iPhone--and strongly recommended that I return it so I could then buy one.  

What she failed to appreciate was that the device I had just acquired could transmit information seven times faster than her Apple unit could, operated on a more reliable network with fewer dropped calls, boasted a larger screen, and was less expensive to operate; these considerations were entirely lost on her--she was undeterred in trying--passionately--to get me to re-think my choice.

[4] Amassing of earthly wealth.  Many--albeit not all--religious institutions accumulate considerable wealth--and so has Apple.  Whereas most commercial entities take net profits and plow them back into the firm's operation, to diversify, buy competitors, build distribution systems, engage in mergers and acquisitions, Apple will have little of that.  By contrast, religious institutions behave more conservatively, lacking such interesting and pragmatic options--which is pretty much the way Apple works.  The latest estimates of the equivalent of cash holdings by Apple is $60,000,000,000.  Yes, that's $60 billion!  By years end that could easily go to $90 billion.  

In the Christian Bible, believers are exhorted to not store wealth for themselves on earth, but, instead, to lay up treasure in heaven, which for Apple appears to be Cupertino, California.  In any case, that amount of money is an enormous treasure to put in the equivalent of a passbook savings account for a firm with the success and the size of Apple.  Furthermore, no organized religion worth its salt would ever return the offerings it's received from followers, and neither will Apple--although that's exactly what it should do with the money [considering Apple for the moment as a business] insofar as shareholders are concerned, especially if it's not going to put it to some good business use instead!

Maybe Cupertino is business heaven on earth.

Let's face it, Apple is a terrific company with a miraculous, come-from-behind-success story!  To be sure, some of my best friends are Apple devotees--heck, I own Apple devices myself!  I'm just saying, though, that it sure looks--and feels--a lot like a religion to me.  

And that's not necessarily a bad thing--indeed, it points to very shrewd business practices [except maybe for the part about hoarding $60B], including great marketing.  Come to think of it, you could say that to view Apple in religious terms is really a very real, albeit left-handed compliment.  

Yeah, let's just leave it at that.
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