Friday, September 12th, 2014 | 4 min read
When Apple introduces a new product, the world stops.
The launch of iPhone 6 was no exception… but how did the launch compare to its predecessors? What did consumers care about this time around?
Sprinklr activated its Listening Insights product to monitor and analyze this event and see how the launch played out across the social web. For a look at how it all works you can check out the Fox Business News analysis with Sprinklr CEO Ragy Thomas.
Apples’s iPhone 6 launch received 300,000 online mentions in the week leading up to the launch. When compared to iPhone 5’s count of nearly 500,000, it would seem that the tech world was simply not as excited. But, the sentiment around the iPhone 6 launch was 4:1 positive — compared to the 2:1 positive sentiment ratio around iPhone 5’s announcement — so the people who did care were especially thrilled to see what Apple had in store.
In the weeks leading up to the launch, conversations focused on the display and battery life (50% of mentions) — the camera function was a distant fourth with only 12% of mentions. After the announcement, however, all people care about is the camera (29% of all mentions). While there is some criticism — e.g. Apple is late to the Android-hosted party — most of the comments are praise. A lot of professional Instagram photographers are currently rejoicing over the camera’s faster sensor, image stabilization, phase-detection, filmmaking abilities and other goodies.
Prior to the launch, iWatch — one of the features that got leaked — was a top trending topic. And during the day of the event, there were more than 14,000 mentions around the new product. One day after the event, however, conversations almost disappeared. There are now only 200 mentions of the iWatch, a sign that people are more focused on the immediately-available phone than the not-yet-available watch.
As expected, conversations around Samsung have been steady. But unexpectedly, these mentions only compare Samsung to the iPhone 6, not vise versa. The only thing people are comparing the iPhone 6 to is its predecessor. Apple’s biggest competition these days is evidently its legacy.
Speaking of legacy, there were still quite a number of mentions around Steve Jobs (around 2,000 mentions during launch day). Many took this event as a moment to reminisce about the visionary and to compare Apple’s current CEO to the one who made the empire what it is today.
We began data collection 30 days ago — pulling in searches from social channels, blogs, forums, mainstream news sources and other media outlets. Once we had collected this information, we started reviewing the content to better understand the “rumors,” and to identify influential sources of information.
We also accessed historic data that matched our query themes in order to accurately compare the different launches, and to understand:
What was the total volume of conversation 30 days prior to, seven days prior to, and during each of the last two Apple events in 2012 and 2013? How does this compare to the current launch?
What was the tone/sentiment of the conversation?
What was the ratio of conversations by themes?
In the days following the event, what branded Apple innovations were mentioned and how were these received?
What is different about this event compared to previous events — volume-wise, sentiment-wise, theme-wise?