To understand their fervour, he commissioned a team of neuroscientists with an MRI scanner to look inside the brain of one such fan.

‘The results suggested that Apple was actually stimulating the same parts of the brain as religious imagery does in people of faith,’ he said.

During the programme, Riley also spoke to the Bishop of Buckingham, who reinforced his claims.

The bishop explained that Apple stores contain a lot of religious imagery, such as stone floors, altar-like product stands and arched windows.