iPhone 7 Consumer Reaction Muted Compared to Last Year's Launch

Ted MarzilliCEO YouGov Direct
October 12, 2016, 2:40 PM GMT+0

Reaction to the new iPhone 7 across a few key demographics has been muted this year compared to the iPhone 6S introduction in September 2015.

  • Perception gains this year among early technology adopters and fast followers of new tech products are less than during last years 6S launch. And those gains are dissipating more quickly with the new model.
  • Consumers who are technology averse or slower followers have also been tracking lower perception numbers this year than past one, although they have not fallen off yet.
  • Current iPhone owners’ perception of the brand fell slightly short of last year’s high point, and is falling more quickly compared to last year’s post launch decline.
  • While perception of the iPhone among men nearly tripled during this latest release period, it still fell considerably short of last year’s scores when the 6S debuted.

On a political note, liberals had a more positive reaction to the iPhone 7 introduction than the 6S, which conservatives were more positive about than the 6S. This year, both conservatives and liberals showed similar increases in perception levels.

YouGov BrandIndex measured iPhone with its Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

A Buzz score can range from 100 to -100 with a zero score equaling a neutral position.

iPhone Buzz: Technology Averse, Slow Follower Fast Follower v Early Adopter

iPhone Buzz: iPhone Customers v Adults Considering Purchasing iPhone

iPhone Buzz: Men, Women, Gen Pop

iPhone Buzz: Conservative v Liberal