Is the "Cult of Apple" really a cult? – Part 1

As an avid Mac user and a new convert to all things Apple, I have experienced the RDF (Reality Distortion Field) first hand at MacWorld last year during the key note when Steve Jobs launched of the MacBook Pro (which I am using right now).

I have seen many books on the “Cult of Mac” or “Cult of Apple” but with the growth in market share and its appeal to the masses, I wonder how much is really true.

This weekend I came across an article called “The 8 Marks of a Cult” and it was written in 1961 when the beat movement was in full swing and the Communist threat put our paranoia on full alert.

So with full tongue and cheek humor, let’s take the 8 Marks and see how they shape up…

Mark #1 – Milieu Control
Definition: (Taken from “The 8 Marks of Cult“)
“Milieu” is a French word meaning “surroundings; environment.” Cults are able to control the environment around their recruits in a number of ways, but almost always using a form of isolation.

Observing Apple’s Actions
If you look at how they talk to the press and keep a tight lip on product releases their control of the press is legendary. Witness the Macworld Keynote where they absolutely control the environment and it is filled with MacHeads in isolation waiting for Steve Jobs.

Close to the Mark? 7 on a scale of 1 to 10

Mark #2 – Mystical Manipulation
Definition: (Taken from “The 8 Marks of Cult“)
In religious cults, God is ever-present in the workings of the organization. The organization is given a certain “mystique” that is quite alluring to the new recruit.

Observing Apple’s Actions
Everywhere there is Steve Jobs. Steve Jobs is everywhere. There is no more to really say here

Close to the Mark? 6 on a scale of 1 to 10

Mark #3 -Demand for Purity
Definition: (Taken from “The 8 Marks of Cult“)
The world is depicted as black and white, with little room for making personal decisions based on a trained conscience. One’s conduct is modeled after the ideology of the group, as taught in its literature. People and organizations are pictured as either good or evil, depending on their relationship to the cult.

Observing Apple’s Actions
All the products are usually in black and white with the “professional” silver throw in. Don’t forget the occasional colors to mix it up but it always comes back to black and white.

Another example – Apple good. Microsoft evil. I would say that is pretty black and white, wouldn’t you?

Close to the Mark? 10 on a scale of 1 to 10

Mark #4 – The Cult of Confession
Definition: (Taken from “The 8 Marks of Cult“)
There is often a tendency to derive pleasure from self-degradation through confession. This occurs when all must confess their sins before each other regularly, creating an intense kind of “oneness” within the group. It also allows leaders from within to exercise authority over the weaker ones, using their “sins” as a whip to lead them on.

Observing Apple’s Actions
Most people who switch love to start their story with confession. “I used to be a Windows user for 10 years until I found the Mac and made switch”. As if almost they have found oneness to admit their wrong and connect with the fellow MacHeads.

Close to the Mark? 7 on a scale of 1 to 10

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NEXT TIME: Part 2 and the other 4 Marks analyzed.