The content surprised me after reading the title.
Implying that Apple fandom equals zealotry may be attention-grabbing (and does indeed make me want to watch the program; too bad I can't use the BBC's iPlayer app here in the States), but the neurological similarity isn't surprising or particularly novel. You could almost certainly make the same observations about Red Sox fans, Twilight groupies, Van Halen lovers, Ducati collectors ... the list goes on, and whatever object of desire makes your heart pitter-patter will resonate in the neural patterns of your gray matter. Paraphrasing my colleague Chris Rawson, "This just in: the human brain is extremely susceptible to liking the things it likes to like. More details as we get them."
Why does this surprise you
The need to believe, or if you would like to call it the "need for religion" is a scientifically proven human condition.
We are all prone to this, just a large segment of society are more prone then others.
I will give you something else to think about.
"memories are manufactured by the human brain" and have little to do with reality in many cases.
