Apple’s ‘Far Out’ event – How did it impact the brand in the UK market?
Apple launched its keynote event in Cupertino and announced the launch of iPhone 14, Apple Watch Series 8, and AirPods Pro 2 on September 7. This year's Apple event was branded "Far Out" with allusions to space, the stars, and limitless possibilities. This article looks at the impact the event had on perceptions of Apple in the UK market.
YouGov BrandIndex, a consumer intelligence tool that monitors thousands of brands on a regular basis, found that after the launch event, Apple’s Buzz scores registered an increase among both iPhone owners and the general UK population. BrandIndex’s Buzz metric measures whether consumers are hearing more positive or negative things about the brands. Among iPhone users in the UK its net Buzz score grew from13.1 on September 7 (Far Out event day), peaked at 17.4 on September 27 and finally settled on 14.9 at the month’s end. Among all UK adults, the Buzz score rose from 3.4 on September 7 to 8.8 points on September 30 – significantly more than among iPhone users.
Apple launched three new iPhones – iPhone 14, iPhone 14 Plus, and iPhone 14 Pro with some innovative next-gen features. Although some critics were disappointed by the scale of the changes, iPhone’s Consideration score – which measures how likely consumers are to purchase from a brand – improved from 71.3% on September 7 to 74.5% on September 30 among existing iPhone users. As for the general population, there was an increase from 35.4% on September 7 to 38.4% on September 30.
When it comes to Apple Watch its Buzz improved substantially among iPhone users from a net score of 9.9 on September 7 to 19.4 on September 30. There was an increase among the general population as well from 9.9 points on September 7 to 11.6 at the month’s end.
In related news it may be worthwhile to know how Apple fared in the American market post ‘Far Out’ event launch.
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Methodology
YouGov BrandIndex collects data on thousands of brands every day. A brand’s Buzz score is based on the question: “Over the past two weeks, which of the following brands have you heard something positive about?” and “Now which of the following brands have you heard something negative about?” and delivered as an OR net score between –100 and + 100. Its Consideration score is based on the question: “When you are in the market to consumer electronics product from which would you consider purchasing?” Scores are based on an average daily sample size of 1408 UK adults between September 1 to September 30, 2022. The figures are based on a two-week moving average. Learn more about BrandIndex.