“A stranger observing one of the launches could probably be forgiven for thinking they had stumbled into a religious revival meeting,” Bell wrote to TechNewsDaily in an email. Bell now studies the culture of modern biomedical research, but before she got interested in scientists, she studied messianic religious movements in South Korea.

Apple’s product launches take place in a building “littered with sacred symbols, especially the iconic Apple sign itself,” she said. During keynote speeches, an Apple leader “addresses the audience to reawaken and renew their faith in the core message and tenets of the brand/religion.”

Even Apple’s tradition of not broadcasting launches in real time is akin to a religious event, Bell said. (Today’s event will be available live on Apple’s website.) “Like many Sacred Ceremonies, the Apple Product Launch cannot be broadcast live,” she wrote. “The Scribes/tech journalists act as Witness, testifying to the wonders they behold via live blog feeds.”