The Apple Keynote is a monumental, annual event where new products and services are released. We know this is a key indicator of company success for the upcoming year. It is extremely POWERFUL to measure consumer reactions to this event.
Here are some questions we seek to answer, using our proprietary data and analysis:
Are consumers planning to buy a new iPhone this year?
Not comparatively – the 2018 Keynote reported dreary Purchase Intent levels.
The graph above demonstrates how we immediately knew consumer purchase intent was comparatively low. Significantly fewer consumers planned to purchase a new iPhone this year than the previous two years.
What is preventing consumers from buying new iPhones?
Price & Value.
After identifying 10,000+ sample tweets containing an “iPhone” keyword and negative sentiment indicator, tweets containing a purchasing obstacle were isolated.
Analysis confirmed the main pain point for consumers and the new iPhone lineup was price -- followed by size and performance, battery life, and picture quality respectively.
Which model is most popular among those who do buy?
While the iPhone XS Max received the highest volume of purchase intent buzz the day of the Keynote, trend tracking revealed a shift in purchase intent behavior.
Purchase intent mentions captured the week following Thanksgiving during holiday shopping bonanza showed the iPhone XR taking the lead.