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Social Media Analysis of iPhone 5 launch

This is the initial results of our analysis of the iPhone 5 launch. We've also pulled historical data for the iPhone 4S launch to compare the buzz and sentiment of the two events. iPhone 5 definitely generated more buzz but was it all good buzz? Check out the presentation to find out and come to our website http://www.argusinsights.com to find out more about our Social Capital Accounting practice.

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iPhone 5 Launch Roundup

    Now including comparison to
      iPhone 4S launch in Oct 2011



                              14 Sept 2012
Post Launch blues: iPhone 5 failed to excite

      Pre Launch                         Post Launch                                iPhone 4s Launch




Comparing the sentiment distribution of social just before and just
after the launch we see an increase in negative sentiment.
Overall still more positive than the iPhone 4S launch.

                      © 2012 Argus Insights, Inc. Confidential: Do Not Distribute                 Page 2
Post launch buzz was almost 4X pre launch buzz




During launch buzz volumes peaked at over 20k tweets per
minute, and fell quickly after the iOS 6 conversation
(detailed hourly analysis coming later)

                 © 2012 Argus Insights, Inc. Confidential: Do Not Distribute   Page 3
Buzz for iPhone 5 launch exceeded iPhone 4S more than 2.5 X

                                                                                Based on a
                                                                                sample of iPhone
                                                                                related social
                                                                                media (50% of
                                                                                iPhone
                                                                                discussions
                                                                                around 4s launch
                                                                                and 25% of real
                                                                                time iPhone 5
                                                                                buzz), buzz and
                                                                                expectations
                                                                                around iPhone 5
                                                                                were signficantly
                                                                                higher than the
                                                                                iPhone 4s
                                                                                eventhough the
                                                                                market expected
                                                                                the iPhone 4S to
                                                                                be the iPhone 5.




                  © 2012 Argus Insights, Inc. Confidential: Do Not Distribute            Page 4
Overall perception of the iPhone 5 fell post launch




Market was disappointed with lack of surprises given the level of
prelaunch leaks. Lots of discussion of how the loss of Steve Jobs is
impacting the wow factor of future product releases.
                      © 2012 Argus Insights, Inc. Confidential: Do Not Distribute   Page 5
iPhone 4S Launch fooled consumers
                                                                             Pre iPhone 4s Launch, iPhone 5
                                                                             dominated conversations




Post iPhone 4s Launch, iPhone 5
        did not fade completely


  • Market Expected iPhone 5 but got an upgraded iPhone 4 instead
  • Prior announcement sentiment for 4S was net positive though post
    launch, the disappointment was readily apparent
                            © 2012 Argus Insights, Inc. Confidential: Do Not Distribute                  Page 6

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Social Media Analysis of iPhone 5 launch

  • 1. iPhone 5 Launch Roundup Now including comparison to iPhone 4S launch in Oct 2011 14 Sept 2012
  • 2. Post Launch blues: iPhone 5 failed to excite Pre Launch Post Launch iPhone 4s Launch Comparing the sentiment distribution of social just before and just after the launch we see an increase in negative sentiment. Overall still more positive than the iPhone 4S launch. © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 2
  • 3. Post launch buzz was almost 4X pre launch buzz During launch buzz volumes peaked at over 20k tweets per minute, and fell quickly after the iOS 6 conversation (detailed hourly analysis coming later) © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 3
  • 4. Buzz for iPhone 5 launch exceeded iPhone 4S more than 2.5 X Based on a sample of iPhone related social media (50% of iPhone discussions around 4s launch and 25% of real time iPhone 5 buzz), buzz and expectations around iPhone 5 were signficantly higher than the iPhone 4s eventhough the market expected the iPhone 4S to be the iPhone 5. © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 4
  • 5. Overall perception of the iPhone 5 fell post launch Market was disappointed with lack of surprises given the level of prelaunch leaks. Lots of discussion of how the loss of Steve Jobs is impacting the wow factor of future product releases. © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 5
  • 6. iPhone 4S Launch fooled consumers Pre iPhone 4s Launch, iPhone 5 dominated conversations Post iPhone 4s Launch, iPhone 5 did not fade completely • Market Expected iPhone 5 but got an upgraded iPhone 4 instead • Prior announcement sentiment for 4S was net positive though post launch, the disappointment was readily apparent © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 6
  • 7. New features are light on discussion Improvements to the screen size, processor and battery life drive the most positive reactions. Perceptions of the Lightning port, Siri, and NFC drove the negative perceptions of the new iPhone. © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 7
  • 8. While Siri was the big news for the 4S, iPhone 5 was dominated by the screen and new processor iPhone 4s shows more surprise with the Siri announcement with scattered discussion of NFC and Network. Since the 4s was basically a hardware upgrade from the iPhone 4, there was little new for the market to grab onto. Since each new launch claims improvements in battery life and processor capabilities, both predictable given technology maturation, it is increasingly difficult for Apple to make a splash. iPhone 5 launch shows deeper excitement for more basic features of the bigger screen, LTE network support and battery life. The “surprise” of the Lightning port actually served to disappoint early chatter compared to Siri last year. Even efforts to recast Siri and expand capabilities had a net negative sentiment. © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 8
  • 9. Best Buy had the biggest retail mindshare, next to Apple Consumers discuss Best Buy as the logical purchase destination for either the iPhone or the Samsung Galaxy for those disappointed © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 9
  • 10. Best Buy had the biggest retail mindshare, next to Apple While retail mentions within the iPhone launch discussions is limited outside the carriers, Best Buy made significant gains against Amazon for mindshare during the iPhone 5 launch. Analysis of wireless carrier mindshare coming later today. © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 10
  • 11. Social Media support was all the rage during iPhone 4s while movies were the blockbuster usage during the iPhone 5 launch Better social media integration was the headline topic last year with watching movies being a close second. Gaming, web surfing and listening to music were all equally perceived positively for the iPhone 4s. Apple’s launch message hyped the larger screen for watching movies and consuming video. Surprisingly, gaming took a back seat to web surfing and listening to music. © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 11
  • 12. Phrases analysis shows Samsung is a surprise winner • Samsung Galaxy has a surprise level of mentions, mostly consumers making comparisons as to which they’d rather have with Galaxy winning mostly • Tim Cook mentioned as MC whereas Steve Jobs is sorely missed © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 12
  • 13. iPhone 4s launch eclipsed by passing of Steve Jobs Oct 2-5th Top Topics Oct 4-6th Top Topics • During launch hype Tim Cook quotes dominate along with sharing of “no iPhone 5 in 2011” • Post launch, the passing of Steve Jobs dominates iPhone discussions for obvious reasons. • Surprisingly, the Samsung Galaxy still ranks high in the topics of conversation, even with Steve’s passing • Samsung is the most mentioned Apple competitor for both iPhone 4s and iPhone 5 launches © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 13
  • 14. Buzz Hotspots are consistent between 4S and 5 launches Sample Tweets from iPhone 5 Launch Sample Tweets from iPhone 4S Launch iPhone 5 post launch buzz is more widespread than prelaunch buzz, showing broader market reaction after the reality of the iPhone is known © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 14
  • 15. Representative Mentions All this info coming up about the iPhone 5 I #Apple without Steve Jobs is like a Ferrari already read.... All these leaks never happens without gasoline. I'll explain why you should with Steve Jobs around!! NOT buy an #iPhone5 on this week's #TechConnection "@3amaaar: iPhone 5? I don't care as long as I Apple iPhone 5 vs Samsung Galaxy S3 vs HTC have my Samsung Galaxy with me." I agree ! One X vs. BlackBerry 10 vs. Nokia Lumia 920: Spec Shootout! http://t.co/M80IKKm2 "A6 chip in the iPhone 5 will make everything But the good thing is when the iPhone5 comes 2x faster. Better battery life. 40% faster photo out best buy could buy my iPhone and I'll just capture with panorama feature." have to pay the taxes :) I decided on not getting an iphone 5 and using Disappointed that #iPhone5 doesn't include my bestbuy money on something better... NFC. No rush to get one now...maybe I'll wait #cameralens! for iPhone6. :) #iPhone5 #Lightning Adapter: This Is the Ugly #siri can now talk about sports...why dont you iPhone 5 Adapter You'll Need For All Your Old focus on just making #siri work in general, Accessories - @Gizmodo http://t.co/sqGmlnZH cause mine sucks. #iphone5 © 2012 Argus Insights, Inc. Confidential: Do Not Distribute Page 15
  • 16. Please contact us if you’d like to know more! http://www.argusinsights.com Twitter: @argusinsights 1-877-992-7487 sales@argusinsights.com