But most striking of all was the flurry of activation in the insular cortex of the brain, which is associated with feelings of love and compassion.

FORBES: No, You Don't Love Your iPhone In That Way

This is where all the neuro-skeptics started groaning because the insular cortex lights up in a third of fMRI studies, and can also highlight feelings like disgust.

FORBES: No, You Don't Love Your iPhone In That Way