For many of them, they identify with Apple. That is, part of their self identity is tied to Apple. To them Apple isn't just a for-profit company that makes good products, it's a philosophy, a way of life, a team, an identity.
If someone challenges or says something negative about Apple, it's a negative about their identity and they take it very personally.
To be clear, this tendency is not limited to Apple. Humans do it regarding all manner of companies/things. But Apple does have a particularly large and passionate following.
For many of them, they identify with Apple. That is, part of their self identity is tied to Apple. To them Apple isn't just a for-profit company that makes good products, it's a philosophy, a way of life, a team, an identity.
If someone challenges or says something negative about Apple, it's a negative about their identity and they take it very personally.
To be clear, this tendency is not limited to Apple. Humans do it regarding all manner of companies/things. But Apple does have a particularly large and passionate following.