Apple as religious experience

At The Atlantic, Alexis Madrigal has an interesting post about Apple as a religion and uses that lens to look at the so-called Antennagate** brouhaha. For example, Apple was built on four key myths:

1. a creation myth highlighting the counter-cultural origin and emergence of the Apple Mac as a transformative moment;
2. a hero myth presenting the Mac and its founder Jobs as saving its users from the corporate domination of the PC world;
3. a satanic myth that presents Bill Gates as the enemy of Mac loyalists;
4. and, finally, a resurrection myth of Jobs returning to save the failing company…

On Twitter, Tim Carmody adds that Apple’s problems are increasingly theological in nature — “Free will, problem of evil, Satanic rebellion” — which is a really interesting way to look at the whole thing. (John Gruber the Baptist?)

** The Antennagate being, of course, the hotel where Apple Inc. is headquartered.

• Alexis Madrigal
• Apple
• religion
• Tim Carmody