I have noticed this for some time - the religious aspects of the Apple cult.
Religion is per definition irrational. I am not saying it's bad (I am a man of faith myself), but it IS irrational to believe in a woman giving birth to a boy while still being a virgin. Oh, and it is irrational to ignore just how closely related the Jesus character is linked with Horus and a bunch of other, older mythical characters.
Now, in 2011, Apple is the new religion. The thing is: Apple is also exclusive. The price level for an iPad is quite a lot higher than competing brands. The iPhone is the same deal.
So Apple has become somewhat of an everyday man's Ferrari. If you cant afford the Ferrari, you can at least save up 3 months to buy yourself an iPhone Newest Model or the iPad 1.5. (iPad 2 is not iPad 2!).
When you are an apple person, you are "one of us" to the other apple followers. You can discuss together what makes you apart ("No more PC bullshit!), you can bond - letting your Macbook Pro power cords intertwine. You can Stand Out.
Thing is - the iPad is still a good tool for standing out, just like the MacBook Pro has been at conferences around the world. So it's not about devotion for the Apple Guru Steve Jobs, really. It's basically a devotion to oneself. The Apple brand helps the person to develop himself, allowing him access to for instance the App store which is filled with apps catering all kinds of needs.
Let's face it: Despite all the hype, Apple has done many things right. Their iPhone trailblazed Nokia et all like hell, and marked The Coming of smart-phones. Sure, there were smartphones before iPhone 1, but the iPhone DID 'change everything'. Why? Because the media defined it as changing everything, sucking deeply from Apple's own branding and PR messages.
The Apple cult is spreading, and a cultist will soon be found in one of you!