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What's with Apple's latest iPhone ads?
- Apple's latest iPhone ads seem to be targeted at Gen Z, who are buying their first phones, by showing modes of use and functions that would appeal to younger people. - The study found that current phone platform preference was more important than age in how people responded to the ads. People are very brand loyal and the ads did not persuade Android users to switch. - iPhone users did not feel more inclined to upgrade, while older participants felt the ads were not directed at them. - Apple's ad strategy appears to be to capture customers young by showing features that resonate with a hip, creative, fun approach to appeal to younger demographics.
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What's with Apple's latest iPhone ads?
- 1. Apple Mini CXStudy September 19, 2018 Whatâs with Appleâs latest iPhone ads?
- 2. AppleMiniCXStudy:WhatâswithAppleâslatestiPhoneads? Lija Hogan Director, Enterprise ResearchServices, UserTesting Tiffany Zhong Founder and CEO, Zebra Intelligence @tzhongg
- 4. AppleMiniCXStudy:WhatâswithAppleâslatestiPhoneads? 4 $53B 17% 60% Q32018 Revenue Increase from Q3 2017 International Sales Net Income Most recent numbers $11.5B
- 5. AppleMiniCXStudy:WhatâswithAppleâslatestiPhoneads? Tim Cook, AppleCEO âOur Q3 results were driven by continued strong sales of iPhone, Services, and Wearables.â
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- 9. AppleMiniCXStudy:WhatâswithAppleâslatestiPhoneads? âWeâre going afterthe 95 out of 100 people not using Macs.â Steve Jobs, Former Apple CEO
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- 12. How does theemotional experience of ads differ between older and younger participants? Do the commercials resonate with Android users too? Do the commercials impact phone preference?
- 13. What do current iPhoneads say about Appleâs strategy?
- 14. Who are wenow?
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- 17. AppleMiniCXStudy:WhatâswithAppleâslatestiPhoneads? 10.3 Average age offirst cell phone purchase
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- 19. Who is GenZ? â 96% have a smartphone â Up to 11 hours per day on social media â Annual spending: $44bn â Influence: $600bn
- 20. What are thebest ways to reach Gen Z?
- 21. How do wemarket to Gen Z?
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- 24. AppleMiniCXStudy:WhatâswithAppleâslatestiPhoneads? Current platform preference wasmore important than age. 18-25 More likelyLess likely 3.02.8 Finally, based on the ads you saw today, do you feel less likely (1) or more likely (7) to purchase an Apple iPhone in the future? 25-35 55+ 3.8 Android/Pixel iPhone 18-25 More likelyLess likely 4.9 25-35 5.0 55+
- 25. AppleMiniCXStudy:WhatâswithAppleâslatestiPhoneads? People are verybrand loyal. âSamsung Phones have always been reliable and customizable being the reason why I continue to purchase themâŠ. Although some commercials will not persuade me to buy a brand new $1000 phone.â Male, 21, Android âAll the benefits visualized about Apple are available with Samsung. I did not see anything that I do not currently have access to.â Female, 63, Android âI am not interested in switching. I like Android, I like the interface and it is what I am used to. The ads did not really seem to relate to me, and the things offered were not appealing enough to switch.â Female, 28, Android
- 26. AppleMiniCXStudy:WhatâswithAppleâslatestiPhoneads? iPhone users didnot feel the need to upgrade faster âI have always been a happy iPhone/iPad owner/user, and these ads just strengthen my beliefs that the features, functions, and quality of Apple's products make them the right ones for my family and for me and, therefore, make the iPhones the only smartphones for us.â Female, 61, iOS âI am no more likely or less likely to purchase an iPhone since I already know that I will not buy another Android. These ads did nothing to change that.â Female, 28, iOS
- 27. AppleMiniCXStudy:WhatâswithAppleâslatestiPhoneads? Older participants feltads were not directed at them âThe ads were biased toward a younger group of consumers and it would be more likely for me to pay attention to the ad if they were more multi-generational. Middle aged people have an interest in newer technology and have the money to pay for it. The ads were good but based on only one age group for the most part.â Female, 61, iOS
- 28. âą Ads aretargeted at Gen Z - people who are buying their first (or second) phones âą They show modes of use âą They show uses that younger people are more comfortable with
- 29. AppleMiniCXStudy:WhatâswithAppleâslatestiPhoneads? Apple ad strategy Capture customersyoung Features/functions resonate Hip, creative, fun
- 30. Q&A If you haveany questions or would like more information please contact: webinars@usertesting.com
- 31. Thank You! If youhave any questions or would like more information please contact: webinars@usertesting.com