It's like the new religion?
Apart from the fact that your statement is not a question, you are totally accurate. Apple are, in effect, some sort of cult. There are people who "believe" in Apple for no apparent reason. So, in many ways it is like religion. Only the odd thing is, those who are "Apple believers" are invariably the same sort of person who take great pleasure in denouncing those with a religious belief, and they also take terrible offence when you criticise their "belief".