How Steve Jobs turn Apple to a new relegion.. "Think Diffrent", In 2011 by one estimate the most photographed landmark in New York City was not Rockefeller Center or Times Square; it was the Apple Store on Fifth Avenue. The shimmering glass cube is otherworldly. The $7 million structure stands thirty- two feet high and features a glass spiral staircase wrapped around a glass elevator. A glowing Apple logo floats in the center of the cube. Inside the store, there are no shelves or boxes, just wooden tables with Apple's glowing products on display. Faithful consumers wander the cavernous interior admiring Apple devices in a virtual "cathedral of consumption." In his novel Notre-Dame de Paris, Victor Hugo's archdeacon looks up at the Notre-Dame Cathedral with a book in his hand and says, "This will kill that. The book will kill the edifice." Hugo explains the archdeacon's comment this way: It was a presentiment that human thought, in changing its form, was about to change its mode of expression; that the dominant idea of each generation would no longer be written with the same matter, and in the same manner; that the book of stone, so solid and so durable, was about to make way for the book of paper, more solid and still more durable.