It is more than a tech company, it is a lifestyle cult

According to Business Insider, Apple "reported better-than-expected earnings for its most recent quarter. iPhone sales hit a record high, Mac sales were solid, and the company’s stock soared on Wednesday as a result."

Apple's positive quarter report is in contrast to what the geeks and techies have been tweeting for months. If you have been checking out their tweets on Apple lately, you would believe that the tech brand is about to go down under.

The cool tech boys and girls have been talking about Apple's shrinking popularity and the shrinking quality of their products.

When Apple announced its new MacBook Pro back in October 2016, critics bashed it because it lacked USB ports and a touch bar was introduced.

The iPhone 7 wasn't met with too much enthusiasm also. The phone was said to be not innovative, and critics moaned that Apple had done away with the headphone jack.

Despite the groans and moans, Apple has had another profitable quarter. If the tech world says Apple is no longer hot, then why are people still buying its products?

Many geeks criticise from a technical point of view but the people who patronise the brand do so for cultural reasons. Apple is more than a brand, it is a lifestyle cult.

People who queue for hours on end don't buy iPhones or Mac Books because they want the best technical phones or laptops. They buy these devices because they are emotionally connected to a brand. They buy the latest iPhone because it makes them feel good and not because it has the best camera for low light conditions.

Apple has been able to turn itself into a lifestyle brand. People buy Apple products because they want to make a statement that reflects their lifestyle. They are not in for the technical aspect.

Apple will keep making bank as long as their products make people feel emotionally good.