New Apple iPhone 4S ads creating a positive buzz for the device

New Apple iPhone 4S ads creating a positive buzz for the device
According to YouGov's BrandIndex, young adults are responding exactly like Apple hoped they would when it changed the television ad campaign for the Apple iPhone 4S. While the focus remained on Siri, instead of using everyday people in everyday situations, the Apple iPhone 4S is now in the hands of celebrities like movie stars Samuel L. Jackson and John Malkovich as well as television star Zooey Deschanel. Siri remains the focus of the new ads.

When the new campaign began on April 19th, Android's BrandIndex score among those 18-34 years old(which is a net number subtracting negative feedback from positive) was 26 compared to 16 for the Apple iPhone. Five days later, the Apple iPhone scored 30 vs. 29 for Android and an average 15 score for mobile devices. The numbers represent YouGov's BrandIndex Buzz Score. Those queried were asked, "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?" The results were culled from the 5,000 people asked daily for those in the 18-34 age bracket. The mobile device sector includes BlackBerry, HTC, Motorola, Nokia and Samsung.

Prior to the airing of the new campaign, women had a score of 35 for the iPhone to the men's tally of 18. In the beginning of May, the men's score picked up while the ladies saw their positive feedback for the brand decline. That soon reversed. But by May 10th, both sexes seemed to feel very positive toward the Apple iPhone as the men's tally was 56 against a score of 54 for the women.

The Apple iPhone's BrandIndex buzz score peaked with a tally of 51. At the same time, Android scored 27 and the average mobile device score was 18. By May 10th, Apple's smartphone scored 37 and is now 38. Android bottomed out on the 10th at 21 and is currently back to 27 while the average mobile device score is 15.

source: BrandIndex via eWeek

Related phones

iPhone 4s
  • Display 3.5" 640 x 960 pixels
  • Camera 8 MP / 0.3 MP VGA front
  • Processor Apple A5, Dual-core, 800 MHz
  • Storage 64 GB



1. 1ceTr0n

Posts: 549; Member since: May 20, 2012

You know apple is desperate when it has to call upon Sammy j to bolster its image and sales. Yo guiro taco troll appearance in 3....2...1.... And zooey ain't that good looking IMO

3. remixfa

Posts: 14605; Member since: Dec 19, 2008

hey now, back off zooey. shes not hot but shes got a certain dork sexiness to her. :) When no one wants your products, use pitch people that everyone likes. Whats funny is how until the advertisements aired, android was whipping iOS in positive thoughts from customers. Considering how few phone specific android advertisements there are, thats pretty impressive. Also, at the end of the graph, android had a serious uptick, meaning this little bump from iOS probably isnt going to last. Guess taco's "customer satisfaction" doesnt mean squat if no one wants to try it to begin with.. lol.

24. taco50

Posts: 5506; Member since: Oct 08, 2009

You're so right man. Only 35 million bought iPhones last quarter with most being the more expensive 4s. Apple must be getting desperate since their worldwide market share moved up from 18% to 23%. This is a total failure in any self respectable fandroids eyes. Also you guys are right. No company uses celebrities. This is just some weird desperate ploy Apple came up with.

31. remixfa

Posts: 14605; Member since: Dec 19, 2008

all those numbers aside, Android nearly trippled iOS sales for the same period, and a single android manufacturer, Samsung STOMPED Apple all by themselves. And now you have a single android device doubling iphone launch weekend sales... before its even launched. So yea, considering the position they were in just a year or so ago, times are getting desperate. Maybe u didnt notice the part where people's opinions of apple were pretty low before these "feel good" ads came out? how they were lower than android's? Or can you not read yet? Poor wittle taco..

41. gallitoking

Posts: 4721; Member since: May 17, 2011

if Android is doing so good whay are you so trying to prove it.. it shouldnt matter what we think right.. but here you are .. again..

92. Dj21o

Posts: 437; Member since: May 19, 2011

Not gonna lie, I see nothing but androids come back all day long to upgrade to the iPhone.

37. djg71087

Posts: 70; Member since: Oct 10, 2010

she's cute


Posts: 456; Member since: Nov 19, 2011

neither r u probably so?

2. ananya22

Posts: 93; Member since: Apr 23, 2012

Thats the only thing apple is really good at. marketing


Posts: 535; Member since: Mar 28, 2012

And also theifs. Patent Trolls,which does not belong to them.... O yea cowards....!

4. tedkord

Posts: 17417; Member since: Jun 17, 2009

The Samuel J. one was good. Zooey is cute, but she's annoying. Malkovich is a great actor, but that one left me scratching my head. Also, how does one quantify buzz as an exact number?

6. remixfa

Posts: 14605; Member since: Dec 19, 2008

compare it to sales at the same moment in time. oh for this? they said they took the "positive feelings - negative feelings = buzz"

9. tedkord

Posts: 17417; Member since: Jun 17, 2009

That's my point. It's a sketchy equation. To make it even remotely accurate, you'd need to know the intensity of the positive or negative. For instance, I've always disliked Apple's business practices, but I was still willing to buy an iPhone for my daughter. Then they got the One X held up at customs for a BS patent, and now I despise them, and will not buy any apple products under any circumstances. My negative went way up.

25. taco50

Posts: 5506; Member since: Oct 08, 2009 Check out this article and the disappointed android fanny because of the buggy and laggy one x

32. remixfa

Posts: 14605; Member since: Dec 19, 2008

hmm.. quickly fixed software bug at launch.. or nearly completely ignored antenna bug at launch.. which is worse?

42. gallitoking

Posts: 4721; Member since: May 17, 2011

"fixed" bug at launch for 400 please

53. remixfa

Posts: 14605; Member since: Dec 19, 2008

you lost 400. i suggest you never play jeopardy.

56. gallitoking

Posts: 4721; Member since: May 17, 2011

and you will never host jeopardy.... that put us even...

62. remixfa

Posts: 14605; Member since: Dec 19, 2008

nah, i wouldnt have just lost 400. that gives us an 800 point spread off of 1 question.

68. gallitoking

Posts: 4721; Member since: May 17, 2011

and in jeapordy you dont lose money when is not your to begin with,,, you know this right?...

71. remixfa

Posts: 14605; Member since: Dec 19, 2008

"A correct response adds the dollar value of the clue to the contestant's score, and gives them the opportunity to select the next clue from the board. An incorrect response or a failure to respond within a five-second time limit (shown by the red lights on the contestant's lectern) deducts the dollar value of the clue from the contestant's score and gives any remaining opponent(s) the opportunity to ring-in and respond." You never have any clue about anything you are talking about do you?? lol!

77. gallitoking

Posts: 4721; Member since: May 17, 2011

didnt bother to read.. sorry not a geek.. but I guess you want to continue with this jeapoardy.. right.. ok I only lose money when is either in my bank account, pocket or in my safe... sorry but if it fashing a podium is not mine...

84. roscuthiii

Posts: 2383; Member since: Jul 18, 2010

You started the Jeopardy rhetoric. Now you get proven wrong and back out like a punk just like taco with the infamous PA bet.

5. OpTiMuS_BlAcK

Posts: 418; Member since: May 04, 2012

But still, people come in a store for an iPhone, then end up walking out with an Android. Well, most of the time.

10. kindlefireowner

Posts: 504; Member since: Dec 05, 2011

You do know that Apple sold 66 million iphones worldwide in the last 6 months. That's 11 million iphones a month. The Galaxy Note has sold less then 20 million in the same time.

12. remixfa

Posts: 14605; Member since: Dec 19, 2008

And Android sold nearly triple that. your comparing all iphones, which is the entire spectrum of devices for an OS, vs one phone. What a bad comparison. OS vs OS is the only comparison.

13. greathero1

Posts: 584; Member since: Jun 13, 2008

OS vs OS is not the only comparison. It's just the only one that you would win in your argument. OS vs OS just including smartphones, Android wins true. But the iPhone is the most popular mobile phone device period. Nothing comes close to it. Not the Galaxy line, RAZR line, One line, Xperia line, nothing. Just give them their props on being the best selling device man. I'm pretty sure Taco and the Chicken will in return give Google it's props for having largest OS market share. Well, maybe not lol!

16. wsucoug13

Posts: 164; Member since: May 04, 2012

If there were 10 different phones that ran iOS none of them sell 66 million individually. iPhone is the only way to get iOS. Consumers don't have a choice if thats the operating system they want.

18. greathero1

Posts: 584; Member since: Jun 13, 2008

Dude, for whatever reason, the iPhone is the most popular device. People go in looking exactly for that phone. It would still outsell every product line running Android. I don't know if it's the name, design, or whatever. The iPhone's appeal is much deeper than your simplification. People are not going into the store saying I want a phone running iOS. They are looking for an iPhone. Just admit the damn phone is the most popular device on the market. It's not hard. You all spend so much time trying to tear down the obvious. There are many metrics which can be used and the only argument is not OS wars. It's one of many different ways to measure overall performance. You like Android, cool so do I. But it's not necessary to try to tear down or dissect every piece of positive news given to Apple. What if Taco and the Chicken started yelling in every post about Android OS loosing money for Google in every thread? The Android fans would be quick to point out that's only 1 metric and would quickly change the subject to market share.

22. iamcc

Posts: 1319; Member since: Oct 07, 2011

Look... If Ford sold three different models and Chevy sold a hundred, who do you think would sell more of each model? Most likely Ford. The end.

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