Apple's latest official advertisement for the iPad 2, a 31-second video, is aptly named "We Believe", two words which are very closely linked to religion, since they are at the beginning of the Nicene Creed as used by hundred of millions of Catholics worldwide.
The voice in the video says that technology alone is not enough; it might make the physical device, thinner, lighter, faster but when it gets out of the way, everything apparently becomes more delightful, even magical which is when the user will "leap forward".
While competitors to the iPad 2 tend to focus more on the hardware, the processor speed or the pixel count for the camera, Apple chooses to zero on the experience itself, very much like most spiritual ventures.
Arguably, Apple promises something that goes well beyond the physical and promotes a very holistic approach to their products. Indeed, one could say that the company promotes a philosophy, a system of principles for guidance in "practical affairs".
But Apple displays at least one distinct trait of most mainstream religions, dogmatism, which is defined as the "tendency to lay down principles as incontrovertibly true, without consideration of evidence or the opinions of others" and "is authoritative and not to be disputed, doubted, or diverged from, by the practitioner or believers."
As Horace Dediu (opens in new tab) from analyst form Asymco puts it, Apple places its products first which causes Apple to be "innovative and quixotic" which may explain why the Xserve was cancelled without much consultation and the iPhone 4 antenna issue never publicly acknowledged.