Apple fills two instinctual needs: to feel closer to God and be more attractive to the opposite sex. It mimics religion with its own belief system, objects of veneration, cult following, and Christ figure. It counts among its congregation the most important people in the world: the Innovation Class. By achieving a paradoxical goal in business—a low-cost product that sells for a premium price—Apple has become the most profitable company in history.6 The equivalent is an auto firm with the margins of Ferrari and the production volumes of
