For Immediate Release

Gizmodo’s Brian Lam and Beliefnet’s David Kuo are available for Interview

Press Contact:
Elizabeth MacEnulty/Caren Browning
The Morris + King Company

New York, NY – June 26, 2007 – Editors from two of the Internet’s most respected and influential online communities are asking provocative questions this week as the world eagerly awaits Apple’s new iPhone. New York Times best-selling author David Kuo, who heads up Beliefnet.com’s Washington bureau, has challenged Gizmodo editor Brian Lam to a duel of sorts and they’re duking it out in cyberspace with a Blogalogue discussion about the “Cult of Apple.” What does our fascination with the advent of this new Apple technology say about our spiritual beliefs and where things are headed in the future?

Excerpts from round one of the Gizmodo/Beliefnet Blogalogue follow. Check back frequently, or join in at www.Beliefnet.com, the conversation continues all week.

David Kuo: Appleism is a New Religion

“For decades we have heard of the “Cult of Apple” and “Mac Cult” - the relatively small group of slavishly devoted technology fanatics devoted to Apple and its pontiff, Steve Jobs. These “cultists” were typically artsy, creative types, who sneered at anything Microsoft and “Windows” because Windows was simply a rip-off of Mac’s operating system and because Microsoft “had no taste” – as Jobs once sermonized. And so people bought into this idea of the Apple cult.

Apple isn’t a cult anymore it has become a full blown religion with scores of millions of followers. The frenzy around the iPhone brings to mind the clamoring throngs that greeted Jesus at the height of his ministry.

There are many different tests for what makes something a religion. They range from belief in a higher power to sacred rituals to moral codes to sacred places. In every instance Appleism passes the test.” Read more …

Brian Lam: It’s a Faith Based on Practicality - That’s All

“There are aspects of faith here, but for the most part, it's faith of the most practical sort.
People trust Apple to make technology that is easy and reliable to use, based on a proven track record. And some would say that it’s done in a way more stylish than could have been imagined, which doesn’t hurt the adoration. 100 Million iPods, or so, not mentioning the computers … kind of makes it the bible of MP3 players, as far as numbers go.

What’s interesting is that there are MP3 players with bigger storage capacities, features like built-in radios, bigger screens, WIFI and other tricks. Often they go for less money too. By the stats, it doesn’t make sense to go for an iPod, yet millions have because of the ease and friendliness of the controls, design and software.” Read more …

In addition to the Gizmodo/Beliefnet Blogalogue, this week Beliefnet is featuring a visual look at Apple's use of spirituality in advertising and business. Track the company’s spiritual evolution from its symbolic genesis: the Apple logo - with that legendary missing bite (or byte) at www.Beliefnet.com.


About Beliefnet

Beliefnet, winner of the 2007 National Magazine Award for General Excellence Online is the largest spirituality online community, attracting more than 2.8 million unique visitors per month according to Media Metrix. More than 9 million people subscribe to daily email newsletters. The company is independent and not affiliated with a particular religion or spiritual movement. Beliefnet, Inc. is a privately held company funded by employees, individual investors, Softbank Capital and Blue Chip Venture Company.

About Gizmodo

Gizmodo.com is a blog by experienced journalists and talented young writers with one thing in common: An unnatural love for gadgets and tech. It's also one of the world's largest blogs, with over 37 million page views a month. Launched by Gawker Media in 2002, Gizmodo is the recipient of the 2007 weblog award for best writing.

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