With approx. 1.382 billion members, Apple is quite possibly the largest cult in the world. 90% of teenagers have iPhones—indoctrination does in fact start young. And once you’ve bought in, it’s almost impossible to break out. You become fully invested in the whole ecosystem, your life inextricably woven into the cloud. What follows is years and years of sleepwalking into upgrades, never allowing yourself to question if this is the best tech gets. Consumers have stopped thinking different. They stopped thinking at all.

That’s why went into the inner sanctum, and found former cult members who have since woken up. From critically-acclaimed director Eric Wareheim, and people who watch too many cult documentaries, comes the captivating stories of real former Apple Geniuses as they recount the trials that took them from devoted disciples, to disillusioned defectors.

As seen in AdAge.