The death of Steve Jobs clearly affected many members of the cult of Apple, as was evidenced by the creation of the memorial shrines. Rather than dismiss this phenomenon, scholars of religion in the public sphere should take it seriously. The loss felt by Apple enthusiasts was real. That is because they have invested in their relationship with Apple as a company and an ideal, and Jobs was the human face of that ideal. A sign left at the memorial outside the flagship 24-hour Apple Store in Manhattan featured a message deeply revealing of Apple as symbol. “Keep Thinking Different,” it declared. Other notes amplified that theme of the cult of Apple as representing a form of individualistic self-identity and definition. Another thanked Steve for “changing the world for good.” Many of the messages followed the latter theme, emphasizing Jobs as a prophet of technology who changed the world for the better. For adherents of the cult of Apple who created these shrines, Apple as an ideal and Job’s innovation in particular represented a world-changing and -shaping force. They mourned his death just as followers of any other prophet or messiah would…..