Apple is not just any company. No other institution has the clout of Apple; not in terms of money and sales but in terms of intimacy. We don’t use Apple products — we put them in our ears, on our skin, on our heads, and we process life through them.

Apple is not building products. They are building a new reality. A reality for a new age. This new reality comes with a new set of morals, rituals, and — most importantly — it comes with a new religion.