Neurological research has found that fans of Apple computers and products react to the company's gadgets in the same way religious zealots react to images of their deity.

The two groups — Apple fanatics and religious followers — were both monitored with an MRI and shown the images, CNN reported. The same parts of the brain lit up in both groups.

The demonstration was filmed for a BBC documentary series about interesting neurological reactions to "superbrands" such as Apple.

"The scenes I witnessed at the opening of the new Apple store in London's Covent Garden were more like an evangelical prayer meeting than a chance to buy a phone or a laptop," reads part of a blog entry about the making of the documentary, by the BBC's Alex Riley and Adam Boome.

Watch a video tour of the Covent Garden store the BBC visited below, via electricpigtv on YouTube.

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Creative Commons image via flickr user sigalakos.