But Seriously, People Love their iPhones

An fMRI study suggests the sound of a ringing Apple phone triggers the part of the brain associated with love.

A recent study by New York Times contributor Martin Lindstrom suggests people are not addicted to their iPhones- they’re in love with them. A branding expert, Lindstrom found that the sound of a vibrating phone was the third most powerfully affective sound in the world, after the Intel noise and laughing babies. (He has clearly never heard Drake singing.) They also experienced separation anxiety when their phones were missing. This time around, he used fMRI technology to see how people responded to the sound of their ringing phones. Apparently, Apple ring tones triggered the brain’s insular cortex, which is associated with love and compassion. When subjects’ phones went off, their brains reacted as they would if a family member or love interest where in the room. (In fairness, people may have just assumed a family member or love interest was calling…)