The Apple Conversation

With all of the buzz from Apple’s latest press event last night the Salesforce Radian6 team have been analysing online conversation that kicked off post-event.

In a nutshell, the findings suggest that while Apple is branching out into the slightly lower tier market with the iPhone 5C, the company’s alignment with premium is still its strongest asset, with its higher tier handset and availability in gold generating the most positive interactions online.

Apple in demand

• Over 3,500 posts appeared requesting details to a live stream of the event
• Posts including the Apple event hashtag were 76.6% positive
• Over 431,000 mentions of Apple between the 10^th and 11^th September globally
• Over 26,700 mentions of Apple between the 10^th and 11^th in the UK alone
• Sentiment of UK posts was 67.8% positive
• Overall, most negative posts were tied to price
• Conversation peaked during the first hour of the press conference, which generated over 70,000 posts that hour alone
• iPhone 5S garnered just under 40,000 more mentions than its more cost effective brother, the iPhone 5C
• The upcoming launch of iOS7 created the most overall buzz during the event, generating over 33,000 online mentions
• The release of the iPhone 5S in gold was the second most mentioned feature, resulting in over 4,600 posts

The competition

Top three most mentioned smartphone brands in conjunction with the launch were:

• Samsung
• Nokia
• HTC

* Both Samsung and HTC were drawn into comparisons over functionality and price

Nokia’s social media hijacking also brought it into the mix, with Nokia suggesting the colourful iPhone 5C designed was inspired by its Lumia range: https://twitter.com/nokia_uk/status/377483408043036672/photo/1

Thanks to Salesforce Radian6 team for sharing this insight with us. Salesforce Radian6 is a product which is part of the Salesforce Marketing Cloud

Posted by: Matt