Apple unveiled the iPhone 13, alongside mini, Pro and Pro Max versions, at their California Streaming event on September 14. The four models became available for purchase at the end of the month.
Apple's marketing efforts around their new flagship launch certainly seem to have been effective, driving higher rates of Ad Awareness for the iPhone. According to data from YouGov BrandIndex, which tracks perceptions toward brands on a daily basis, the iPhone’s Ad Awareness score witnessed a marked increase, registering an 8.4-point rise in the US over October, and making it the Advertiser of the Month.
Advertisements introducing iPhone 13 and iPhone 13 Pro showcased many of the new features, such as the improved 5G experience, durable ceramic glass display and a huge increase in battery life. However, it was the potential of the new camera which seems to have stolen the show. Apple commissioned Oscar-winning director Kathryn Bigelow for its 'Hollywood in your pocket' campaign, which gave Apple a platform to showcase Cinematic Mode and Rack Focus, allowing users to shoot high quality films with easy focus shifting on subjects.
iPhone's Buzz score – which measures the net sentiment of conversations around the brand – also increased during the same period, from 17.8 on September 25 to 20.7 on October 24.
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Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of US adults aged 18+ between September 25 and October 24, 2021. Learn more about BrandIndex.