June 28th, 2023, Hoang Nguyen
Apple unveiled its latest plans for where the company is heading in its annual Worldwide Developer Conference (WWDC) in early June. The announcements during the conference include the upcoming launch of three Macs, new features coming to iOS17 and the star of the keynote: a mixed reality headset coined Apple Vision Pro.
Apple Vision Pro is the company's first foray into a headset wearable and introduces consumers to spatial computing using natural inputs. That is, users will be able to respond to what they see through their headset using their eyes, hands and voice rather than a controller or mouse. Vision Pro also allows users to interact with digital content blended with their physical environment.
The newly announced AR headset is set to retail at a starting price of $3,500 and will launch in early 2024.
According to data from YouGov BrandIndex, which monitors consumer perceptions towards brands on a daily basis, Apple earned a bump in Word-of-Mouth (WOM) exposure from consumers in the US in the lead up to WWDC23. WOM measures whether consumers have been talking about a brand with friends and family.
WOM exposure grew by roughly six points in May, peaking at roughly 28% of US consumers saying they talked about Apple with others by the end of the month.
We also tracked the share of conversations surrounding Apple among another key audience: early adopters of technology. This audience say they actively seek out new technologies and devices or that they are excited to use new technology products when they enter the market.
Following Apple’s conference in early June, there was a slight uptick in WOM Exposure among early adopters of technology. In addition to the rise in people talking about Apple, the sentiment of the conversations was generally positive among this audience.
This is shown by a lift in Apple’s overall Buzz or the net share of people who heard something positive or negative about a brand. The technology company’s Buzz score among early adopters of technology sat at a net score of 38-points on June 5th, when the conference kicked off. By June 21st, the company’s Buzz score soared to 51-points, indicating that people were hearing more positive things about the brand than negative.
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Photo by Laurenz Heymann on Unsplash