Fruit cult

That Apples users are passionate about their Macs are nothing new. But does this help Apple? I am sure that a great part of the cult status of the Mac has to do with Steve Jobs and normally cults are also associated with individual persons, who then gets elevated to demi-god status with whatever benefits that may give them. But Apple is a business. Will a business benefit from a cult status in a similar way as a person will? The main purpose of a business is to make money. Everything it does should in the long run result in something black on the bottom line. Apple buts a lot of efford into creating a cult about their products, but it doesn't seem like they have a lot gain on the bottom line from this. Granted the share price is the highest it have been for a long time, but their market share is still nothing to write home about. Is Microsofts FUD the only way to penetrate the market? Does Apples cult really work in the long term? Will Linux show us how it should be done? Or is their a third way...?