> some people perceive similarities in Apple's approach to what you just described re: "Cults sell [a lifestyle usually based on lies and manipulation]"

Marketing involves manipulation. Despite being good at marketing, I don't see evidence that Apple resorts to lying more than other companies. More often, the "cult of Apple" label is directed at avid customers who are particularly enthusiastic about Apple's products, and its used pejoratively by people who don't share or understand their enthusiasm.

But it's metaphor, and it doesn't mean Apple or its fans are an actual cult.