En Wired …

“… In the Apple story, the brand cult began offline, with users meeting in real, physical locations to swap programs and ideas. Now, the Apple community is more diffuse, concentrated in online discussion groups and support forums. However, Apple product launches and conferences remain sacred pilgrimages where Apple fans can congregate, camp, and live together for days at a time to revel in the communal joy of witnessing the transcendent moment of the new product launch. …”