Wired’s Leander Kahney has written an article about Apple’s powerful advertising and marketing. The article argues that the reason Mac users are so loyal is because of Apple’s brand — not its products. “It’s like having a good friend,” said marketer and author Marc Gobe. “That’s what’s interesting about this brand. Somewhere they have created this really humanistic, beyond-business relationship with users and created a cult-like relationship with their brand. It’s a big tribe, everyone is one of them. You’re part of the brand.”