October 21st, 2022, Kineree Shah
Apple held its major keynote in Cupertino on September 7, where it unveiled iPhone 14, Apple Watch Series 8, and the eagerly anticipated AirPods Pro 2. Apple's event this year was dubbed "Far Out" with references to outer space, the stars, and limitless possibilities. In this article we examine how the event impacted Apple's brand perception in the US market.
According to YouGov BrandIndex, a consumer intelligence tool that tracks thousands of brands on a daily basis, Apple’s Buzz score registered an uptick following the launch event among both iPhone users and all US adults. The brand’s Buzz metric, which measures whether consumers are hearing more positive or negative things about the brands, grew from a net score of 29.3 on September 7 (Far Out event day) to 38.7 on September 30 among Apple cell phone users. Its Consideration score (measures how likely consumers are to consider purchasing Apple products) among this audience rose from 57.9% on the event day to 60% at the end of the month. Among all US adults, although its Consideration witnessed slight uptick (31.8% on Sept 7 to 32.2% on Sept 30), Apple’s Buzz metrics grew significantly from 16.2 on September 7 to 22.1 on September 30.
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 Index score – which is an overall measure of brand health made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation – improved among iPhone users from a net score of 61.1 on the launch event day peaking to 64.8 on September 22 and finally settling on 62.8 at the end of the month. Among all US adults, iPhone’s Index score increased from 27.7 points on September 7, peaked at 32.5 on September 22 and settled on 31.2 at the end of the month.
When it comes to Apple Watch, the devices’ Purchase Intent metrics improved among iPhone users from 25.6% on September 7 and peaked to 33.1% on September 13 finally settling to 30.6% at the month end. This metric improved among the general population as well from 17.2% on September 7 to 19.1% on September 30.
AirPod’s Purchase Intent score grew among iPhone users from 2.2% on September 7, peaked to 5.1% on September 19 before settling on 4.1% at the end of the month. Among all US adults AirPod’s score improved from 1.9% on September 7 to 2.1% on September 30.
In related news it may be worthwhile to know how Apple fared in the British 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?” while Purchase Intent is based on the question: “From which of these brands you be most likely to purchase?” Scores are based on an average daily sample size of 1658 US adults between September 1 to September 30, 2022. The figures are based on a two-week moving average. Learn more about BrandIndex.