Has the iPhone Jumped The Shark?

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Find how who is winning the battle for marketshare and mindshare in smartphones! Snapshot of consumer demand for smartphones, comparing brand performance in the hearts and minds of consumers. Also includes analysis of mobile operating system perception by consumers and detailed analytics of user expectations for top rate handsets. Preview of up the upcoming Smartphone Demand Forecast report Argus Insights is launching in June.

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Has the iPhone Jumped The Shark?

  1. State of the Smartphone BattlefieldorHas the iPhone Jumped the Shark?2 May 2013
  2. Page 2© 2013 Argus Insights, Inc. Confidential: Do Not DistributeJumping the Shark - a term to describe a momentwhen something that was once great has reached apoint where it will now decline in quality and popularity.
  3. Page 3© 2013 Argus Insights, Inc. Confidential: Do Not DistributeHow Argus Insights measures market performance (Apple iPhones)0.690.70.710.720.730.740.7511/14/07 2/22/08 6/1/08 9/9/08 12/18/08 3/28/09ConsumerReportedDelight(-1to1)Market falls outof love withiPhone 4SSize of Bubble islevel of buzzAlmost half ofApple buzz is 4S.5 fails to delightas much
  4. Page 4© 2013 Argus Insights, Inc. Confidential: Do Not DistributeBroken out by brand…00.10.20.30.40.50.60.70.80.9111/14/07 2/22/08 6/1/08 9/9/08 12/18/08 3/28/09ConsumerReportedDelight(-1to1)Apple LG Samsung HTC Motorola Nokia RIM
  5. Page 5© 2013 Argus Insights, Inc. Confidential: Do Not DistributeBut Many Brands Are Offering Multiple Operating Systems0.10.20.30.40.50.60.70.80.911/14/07 2/22/08 6/1/08 9/9/08 12/18/08 3/28/09android iOS blackberry other windows
  6. Page 6© 2013 Argus Insights, Inc. Confidential: Do Not DistributeNot All Handsets Are Created Equal0.60.650.70.750.80.850.90.95111/14/07 2/22/08 6/1/08 9/9/08 12/18/08 3/28/09Apple iPhone 5 Samsung Galaxy S III Samsung Galaxy Note® IIBlackBerry Z10 Droid Razr Maxx HTC One XHTC Window Phone 8X Nokia Lumia 920 Apple iPhone 4S
  7. Page 7© 2013 Argus Insights, Inc. Confidential: Do Not DistributeGreat But What Is The Market Talking About?-15% 5% 25% 45% 65%Speed/PerformanceQuality/ReliabilityProduct PassionConnectivitySize/WeightBatteryAppleConnectivityDisplay/Screen/GraphicsAppleOperating SystemStyle/DesignUsabilityAndroidAppsOperating SystemCamera3G/4GAppsPrice / ValueiPhone 5% of consumessaying positivethings% of consumessaying negativethingsAllows comparison toother experiencesSorted by how
  8. Page 8© 2013 Argus Insights, Inc. Confidential: Do Not DistributeZ10 Shows BlackBerry is Back with a Vengeance-15% 5% 25% 45% 65%Speed/PerformanceQuality/ReliabilityProduct PassionConnectivitySize/WeightBatteryAppleConnectivityDisplay/Screen/GraphicsAppleOperating SystemStyle/DesignUsabilityAndroidAppsOperating SystemCamera3G/4GAppsPrice / ValueiPhone 5-15% 5% 25% 45% 65%Speed/PerformanceQuality/ReliabilityProduct PassionConnectivitySize/WeightBatteryAppleConnectivityDisplay/Screen/GraphicsAppleOperating SystemStyle/DesignUsabilityAndroidAppsOperating SystemCamera3G/4GAppsPrice / ValueBlackBerry Z10
  9. Page 9© 2013 Argus Insights, Inc. Confidential: Do Not DistributeWindows 8 Phone Also Giving Apple Grief-15% 5% 25% 45% 65%Speed/PerformanceQuality/ReliabilityProduct PassionConnectivitySize/WeightBatteryAppleConnectivityDisplay/Screen/GraphicsAppleOperating SystemStyle/DesignUsabilityAndroidAppsOperating SystemCamera3G/4GAppsPrice / ValueiPhone 5-15% 5% 25% 45% 65%Speed/PerformanceQuality/ReliabilityProduct PassionConnectivitySize/WeightBatteryAppleConnectivityDisplay/Screen/GraphicsAppleOperating SystemStyle/DesignUsabilityAndroidAppsOperating SystemCamera3G/4GAppsPrice / ValueLumia 920
  10. Page 10© 2013 Argus Insights, Inc. Confidential: Do Not DistributeSamsung continues to challenge Apple the Most-15% 5% 25% 45% 65%Speed/PerformanceQuality/ReliabilityProduct PassionConnectivitySize/WeightBatteryAppleConnectivityDisplay/Screen/GraphicsAppleOperating SystemStyle/DesignUsabilityAndroidAppsOperating SystemCamera3G/4GAppsPrice / ValueiPhone 5-15% 5% 25% 45% 65%Speed/PerformanceQuality/ReliabilityProduct PassionConnectivitySize/WeightBatteryAppleConnectivityDisplay/Screen/GraphicsAppleOperating SystemStyle/DesignUsabilityAndroidAppsOperating SystemCamera3G/4GAppsPrice / ValueGalaxy S3
  11. Page 11© 2013 Argus Insights, Inc. Confidential: Do Not Distribute-5% 0% 5% 10%PhoneWeb SurfingMusicEmailMoviesGamingFriendsSocial MediaSignificant OtherFamilySkype/Video…BooksNews/Weather/Spo…MessagingWorkCoworkerLaptop SubstituteLumia 920-5% 0% 5% 10%PhoneWeb SurfingMusicEmailMoviesGamingFriendsSocial MediaSignificant OtherFamilySkype/Video…BooksNews/Weather/Spo…MessagingWorkCoworkerLaptop SubstituteGalaxy Note IIUsage Patterns Also Shift Across Leading Handsets-5% 0% 5% 10%PhoneWeb SurfingMusicEmailMoviesGamingFriendsSocial MediaSignificant OtherFamilySkype/Video…BooksNews/Weather/Spo…MessagingWorkCoworkerLaptop SubstituteiPhone 5-5% 0% 5% 10%PhoneWeb SurfingMusicEmailMoviesGamingFriendsSocial MediaSignificant OtherFamilySkype/Video…BooksNews/Weather/Spo…MessagingWorkCoworkerLaptop SubstituteBlackBerry Z10
  12. Page 12© 2013 Argus Insights, Inc. Confidential: Do Not DistributeThe iPhone has yet to jump the shark but ispracticing ski jumps…• The iPhone 5 has not refreshed the view of Apple• Discussion (and sales) of the 4S are as brisk as the 5– A cheaper iPhone is as valuable an experience as the iPhone 5– The iPhone 5 did not innovate the experience enough to shiftdemand fully• Apple is also reaching global saturation wherefragmentation of interests and experiences is beginning– “Think different” is not longer Apple but Samsung, Nokia, andBlackBerry– Always on a quest to have something different than themasses/your mom, young buyers are shifting away from iPhone• iPhone is in danger of jumping the shark, the iPhone6/mini might be that moment
  13. Page 13© 2013 Argus Insights, Inc. Confidential: Do Not Distribute

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