It's a truism that people either love Apple and all it stands for - or hate it. But the reason, according to consumer research outfit MyType, is that Apple fans, or iPad owners at any rate, are selfish, unkind people, whereas PC owners are independent geeks.
In a survey of 20,000 people, the company found that iPad owners were wealthy, highly educated and sophisticated. They value power and achievement much more than others.
"They’re also selfish, scoring low on measures of kindness and altruism," says the company's Tim Koelkebeck.
"We found that people with all or most of these qualities, whom we call selfish elites, are roughly six times more likely to be an iPad owner than the average person."
Critics of the iPad, on the other hand, prize self-direction, shun conformity, and are interested in video games, computers, electronics, science and the internet.
"When you think about it this way, the tablet seems like little more than an oversized iPhone. So when it’s heralded as a breakthrough by the media and craved by consumers everywhere, our independent geeks are predictably incredulous," says Koelkebeck.
"Given the iPad’s promising march towards mainstream adoption, their independent personalities make criticizing the device an almost instinctive reaction."
The full report is here.