social media analysis of iphone 5 launch

iPhone 5 Launch Roundup

Now including comparison to iPhone 4S launch in Oct 2011

14 Sept 2012

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Post Launch blues: iPhone 5 failed to excite

Comparing the sentiment distribution of social just before and just after the launch we see an increase in negative sentiment.Overall still more positive than the iPhone 4S launch.

Pre Launch Post Launch iPhone 4s Launch


Post launch buzz was almost 4X pre launch buzz

During launch buzz volumes peaked at over 20k tweets per minute, and fell quickly after the iOS 6 conversation (detailed hourly analysis coming later)


Buzz for iPhone 5 launch exceeded iPhone 4S more than 2.5 X

Based on a sample of iPhone related social media (50% of iPhone discussions around 4s launch and 25% of real time iPhone 5 buzz), buzz and expectations around iPhone 5 were signficantly higher than the iPhone 4s eventhough the market expected the iPhone 4S to be the iPhone 5.


Overall perception of the iPhone 5 fell post launch

Market was disappointed with lack of surprises given the level of prelaunch leaks. Lots of discussion of how the loss of Steve Jobs is impacting the wow factor of future product releases.


iPhone 4S Launch fooled consumers

• Market Expected iPhone 5 but got an upgraded iPhone 4 instead• Prior announcement sentiment for 4S was net positive though post launch, the

disappointment was readily apparent

Pre iPhone 4s Launch, iPhone 5 dominated conversations

Post iPhone 4s Launch, iPhone 5 did not fade completely


New features are light on discussion

Improvements to the screen size, processor and battery life drive the most positive reactions. Perceptions of the Lightning port, Siri, and NFC drove the negative perceptions of the new iPhone.


While Siri was the big news for the 4S, iPhone 5 was dominated by the screen and new processor

iPhone 4s shows more surprise with the Siri announcement with scattered discussion of NFC and Network. Since the 4s was basically a hardware upgrade from the iPhone 4, there was little new for the market to grab onto. Since each new launch claims improvements in battery life and processor capabilities, both predictable given technology maturation, it is increasingly difficult for Apple to make a splash.

iPhone 5 launch shows deeper excitement for more basic features of the bigger screen, LTE network support and battery life. The “surprise” of the Lightning port actually served to disappoint early chatter compared to Siri last year. Even efforts to recast Siri and expand capabilities had a net negative sentiment.


Best Buy had the biggest retail mindshare, next to Apple

Consumers discuss Best Buy as the logical purchase destination for either the iPhone or the Samsung Galaxy for those disappointed


Best Buy had the biggest retail mindshare, next to AppleWhile retail mentions within the iPhone launch discussions is limited outside the carriers, Best Buy made significant gains against Amazon for mindshare during the iPhone 5 launch.

Analysis of wireless carrier mindshare coming later today.


Social Media support was all the rage during iPhone 4s while movies were the blockbuster usage during the iPhone 5 launch

Better social media integration was the headline topic last year with watching movies being a close second. Gaming, web surfing and listening to music were all equally perceived positively for the iPhone 4s.

Apple’s launch message hyped the larger screen for watching movies and consuming video. Surprisingly, gaming took a back seat to web surfing and listening to music.


Phrases analysis shows Samsung is a surprise winner

• Samsung Galaxy has a surprise level of mentions, mostly consumers making comparisons as to which they’d rather have with Galaxy winning mostly

• Tim Cook mentioned as MC whereas Steve Jobs is sorely missed


iPhone 4s launch eclipsed by passing of Steve Jobs

• During launch hype Tim Cook quotes dominate along with sharing of “no iPhone 5 in 2011”• Post launch, the passing of Steve Jobs dominates iPhone discussions for obvious reasons.• Surprisingly, the Samsung Galaxy still ranks high in the topics of conversation, even with Steve’s passing• Samsung is the most mentioned Apple competitor for both iPhone 4s and iPhone 5 launches

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Buzz Hotspots are consistent between 4S and 5 launches

iPhone 5 post launch buzz is more widespread than prelaunch buzz, showing broader market reaction after the reality of the iPhone is known

Sample Tweets from iPhone 4S LaunchSample Tweets from iPhone 5 Launch


Representative Mentions

All this info coming up about the iPhone 5 I already read.... All these leaks never happens with Steve Jobs around!!

#Apple without Steve Jobs is like a Ferrari without gasoline. I'll explain why you should NOT buy an #iPhone5 on this week's #TechConnection

"@3amaaar: iPhone 5? I don't care as long as I have my Samsung Galaxy with me." I agree !

Apple iPhone 5 vs Samsung Galaxy S3 vs HTC One X vs. BlackBerry 10 vs. Nokia Lumia 920: Spec Shootout! http://t.co/M80IKKm2

"A6 chip in the iPhone 5 will make everything 2x faster. Better battery life. 40% faster photo capture with panorama feature."

But the good thing is when the iPhone5 comes out best buy could buy my iPhone and I'll just have to pay the taxes :)

I decided on not getting an iphone 5 and using my bestbuy money on something better... #cameralens!

Disappointed that #iPhone5 doesn't include NFC. No rush to get one now...maybe I'll wait for iPhone6. :)

#iPhone5 #Lightning Adapter: This Is the Ugly iPhone 5 Adapter You'll Need For All Your Old Accessories - @Gizmodo http://t.co/sqGmlnZH

#siri can now talk about sports...why dont you focus on just making #siri work in general, cause mine sucks. #iphone5

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social media analysis of iphone 5 launch

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post launch buzz