That’s right; they aren’t queuing for limited tickets to the last Justin Timberlake concert ever. They aren’t waiting in line for life saving surgery, or even a free car – they are willingly forgoing a warm bed and possibly their personal hygiene (and dignity?) for a store opening.

That’s the power of the Apple brand.

It’s an impressive brand without doubt and many informed people have written about it previously (thanks, Zef). There is even a documentary being produced about the phenomenon – here is the trailer.

I just never realised a brand could induce its followers to sleep in a gutter, just so they can fondle electronic merchandise, a few hours before everyone else.    

How did this happen? I am a self-confessed gadget freak and retail bunny. I research prospective purchases online, or harass the good people at Harvey Norman (bless them) about every nuance of a product’s feature set before handing over the plastic, but I can honestly say that I wouldn’t sleep outside overnight for the privilege.

So now I am officially paranoid. Am I the last person on earth who doesn’t own an Apple product? Is that why I don’t get it? Are they talking about me? (Come to think of it, a guy with an iPod did give me a funny look on the bus last night.)

What’s worse is that reading about the hysteria (yes, I find the idea of people lining up all night to attend a store opening hysterical), has made me want to be part of it.

So now I wish to purchase an Apple product (or be given one, if you are listening Magnum Mac!). Be it an iPhone, iPod or maybe even a super sexy laptop with a giant screen (I am not fussy), I want to know what it means to love a brand so much you would get its logo tattooed on your person.

Apple, take me, I am yours.