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.
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