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Has the iPhone Jumped The Shark?

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State of the Smartphone Battlefield
or
Has the iPhone Jumped the Shark?
2 May 2013

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Page 2© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Jumping the Shark - a term to describe a moment
when som...

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Page 3© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
How Argus Insights measures market performance (Apple iP...

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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.

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 Battlefield or Has the iPhone Jumped the Shark? 2 May 2013
  2. Page 2© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Jumping the Shark - a term to describe a moment when something that was once great has reached a point where it will now decline in quality and popularity.
  3. Page 3© 2013 Argus Insights, Inc. Confidential: Do Not Distribute How Argus Insights measures market performance (Apple iPhones) 0.69 0.7 0.71 0.72 0.73 0.74 0.75 11/14/07 2/22/08 6/1/08 9/9/08 12/18/08 3/28/09 ConsumerReportedDelight(-1to1) Market falls out of love with iPhone 4S Size of Bubble is level of buzz Almost half of Apple buzz is 4S. 5 fails to delight as much
  4. Page 4© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Broken out by brand… 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 11/14/07 2/22/08 6/1/08 9/9/08 12/18/08 3/28/09 ConsumerReportedDelight(-1to1) Apple LG Samsung HTC Motorola Nokia RIM
  5. Page 5© 2013 Argus Insights, Inc. Confidential: Do Not Distribute But Many Brands Are Offering Multiple Operating Systems 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 11/14/07 2/22/08 6/1/08 9/9/08 12/18/08 3/28/09 android iOS blackberry other windows
  6. Page 6© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Not All Handsets Are Created Equal 0.6 0.65 0.7 0.75 0.8 0.85 0.9 0.95 1 11/14/07 2/22/08 6/1/08 9/9/08 12/18/08 3/28/09 Apple iPhone 5 Samsung Galaxy S III Samsung Galaxy Note® II BlackBerry Z10 Droid Razr Maxx HTC One X HTC Window Phone 8X Nokia Lumia 920 Apple iPhone 4S
  7. Page 7© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Great But What Is The Market Talking About? -15% 5% 25% 45% 65% Speed/Performance Quality/Reliability Product Passion Connectivity Size/Weight Battery Apple Connectivity Display/Screen/Graphics Apple Operating System Style/Design Usability Android Apps Operating System Camera 3G/4G Apps Price / Value iPhone 5 % of consumes saying positive things % of consumes saying negative things Allows comparison to other experiences Sorted by how
  8. Page 8© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Z10 Shows BlackBerry is Back with a Vengeance -15% 5% 25% 45% 65% Speed/Performance Quality/Reliability Product Passion Connectivity Size/Weight Battery Apple Connectivity Display/Screen/Graphics Apple Operating System Style/Design Usability Android Apps Operating System Camera 3G/4G Apps Price / Value iPhone 5 -15% 5% 25% 45% 65% Speed/Performance Quality/Reliability Product Passion Connectivity Size/Weight Battery Apple Connectivity Display/Screen/Graphics Apple Operating System Style/Design Usability Android Apps Operating System Camera 3G/4G Apps Price / Value BlackBerry Z10
  9. Page 9© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Windows 8 Phone Also Giving Apple Grief -15% 5% 25% 45% 65% Speed/Performance Quality/Reliability Product Passion Connectivity Size/Weight Battery Apple Connectivity Display/Screen/Graphics Apple Operating System Style/Design Usability Android Apps Operating System Camera 3G/4G Apps Price / Value iPhone 5 -15% 5% 25% 45% 65% Speed/Performance Quality/Reliability Product Passion Connectivity Size/Weight Battery Apple Connectivity Display/Screen/Graphics Apple Operating System Style/Design Usability Android Apps Operating System Camera 3G/4G Apps Price / Value Lumia 920
  10. Page 10© 2013 Argus Insights, Inc. Confidential: Do Not Distribute Samsung continues to challenge Apple the Most -15% 5% 25% 45% 65% Speed/Performance Quality/Reliability Product Passion Connectivity Size/Weight Battery Apple Connectivity Display/Screen/Graphics Apple Operating System Style/Design Usability Android Apps Operating System Camera 3G/4G Apps Price / Value iPhone 5 -15% 5% 25% 45% 65% Speed/Performance Quality/Reliability Product Passion Connectivity Size/Weight Battery Apple Connectivity Display/Screen/Graphics Apple Operating System Style/Design Usability Android Apps Operating System Camera 3G/4G Apps Price / Value Galaxy S3
  11. Page 11© 2013 Argus Insights, Inc. Confidential: Do Not Distribute -5% 0% 5% 10% Phone Web Surfing Music Email Movies Gaming Friends Social Media Significant Other Family Skype/Video… Books News/Weather/Spo… Messaging Work Coworker Laptop Substitute Lumia 920 -5% 0% 5% 10% Phone Web Surfing Music Email Movies Gaming Friends Social Media Significant Other Family Skype/Video… Books News/Weather/Spo… Messaging Work Coworker Laptop Substitute Galaxy Note II Usage Patterns Also Shift Across Leading Handsets -5% 0% 5% 10% Phone Web Surfing Music Email Movies Gaming Friends Social Media Significant Other Family Skype/Video… Books News/Weather/Spo… Messaging Work Coworker Laptop Substitute iPhone 5 -5% 0% 5% 10% Phone Web Surfing Music Email Movies Gaming Friends Social Media Significant Other Family Skype/Video… Books News/Weather/Spo… Messaging Work Coworker Laptop Substitute BlackBerry Z10
  12. Page 12© 2013 Argus Insights, Inc. Confidential: Do Not Distribute The iPhone has yet to jump the shark but is practicing 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 shift demand fully • Apple is also reaching global saturation where fragmentation of interests and experiences is beginning – “Think different” is not longer Apple but Samsung, Nokia, and BlackBerry – Always on a quest to have something different than the masses/your mom, young buyers are shifting away from iPhone • iPhone is in danger of jumping the shark, the iPhone 6/mini might be that moment
  13. Page 13© 2013 Argus Insights, Inc. Confidential: Do Not Distribute

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