The BBC's report lost its way early on. To make Apple the villain, they show Apple's success and then turn it against them. Apple has designed and created some of the greatest flagship stores in the world, especially in London as their report presented. Fans of Apple products and consumers looking for a great retail experience appreciate the incredible detail found in the architecture of these stores. They appreciate the Genius Bars when looking for device problem advice, repair and replacement in a friendly environment. For an optional $100/yr., buyers of new products could actually be professionally trained in how to use their products. Only recently have other companies even tried to emulate the Apple Store experience and still can't achieve it. Somehow, fans of products that are the best in the world are still being insultingly vilified as being fanatics and cultists. Just saying those words within the context of a documentary shows the mindset of the producers of this so-called documentary.