The Null Device

Brand loyalty in extremis

Wired has a photo gallery of obsessive Apple fans; that's Apple, the computer company. It seems that there are people who would do all sorts of things to demonstrate their loyalty, from having the Apple logo tattooed on themselves or shaved into their heads to genuflecting in worship outside the Apple headquarters and dressing up as iPods on Halloween. There's even someone planning a nude calendar of fans posing with their Macs, in black and white with the only colour being inside the sacred machines' screens. Dell and Microsoft couldn't buy loyalty like that.

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