With this circle construction, Apple is creating an environment suitable to build community as the elementary form of the “modern” religious life. It all started with a slogan – “Think Different”. Brainwash technique, throughout the years, gathered people that ‘found’ themselves in that old Apple’s “Think Different” slogan. Finally, they are creating a form of primitive society (based on “tribal relationships”) where brand religion plays important role in uniting members through the creation of a common consciousness. “In societies of this type, the contents of an individual’s consciousness are largely shared in common with all other members of their society, creating a mechanical solidarity through mutual likeness.” They perform, act and react as – Tribe, pack, herd – united under “Think Different” vision.