Apple has a problem: Social media chatter about it’s iPhone 5 has dipped, and so have sales.
From September to today, the number of conversations on social channels about iPhones has declined for two of the company’s target audiences: Baby Boomers and Generation Xers.Looking at two other lucrative consumer audiences—Millennials and teens— shows a similar pattern. Despite a spike in conversations around last Christmas, iPhone conversations have been consistently declining since the iPhone 5 launch in October.
Apple’s failure to tap into what’s being said through social insights and develop a data-driven marketing strategy is becoming an object lesson for businesses everywhere.
Inside Apple’s marketing problem
With the loss of a visionary leader whose quiet, forceful charisma kept Apple at the forefront of the psyche of the global consumer, this decline in hype was inevitable. The company had consistently been the nursery for the latest developments in tech but with competitors successfully playing catch-up, where does Apple go from here?