Has the iPhone Jumped The Shark?
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Transcript of Has the iPhone Jumped The Shark?
State of the Smartphone Battlefieldor
Has the iPhone Jumped the Shark?
2 May 2013
Page 2© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Jumping the Shark - a term to describe a moment when something that was once great has reached a point where it will now decline in quality and popularity.
Page 3© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
How Argus Insights measures market performance (Apple iPhones)
11/14/07 2/22/08 6/1/08 9/9/08 12/18/08 3/28/090.68
0.69
0.7
0.71
0.72
0.73
0.74
0.75
Cons
umer
Rep
orte
d D
elig
ht (-
1 to
1)
Market falls out of love with iPhone 4S
Size of Bubble is level of buzz Almost half of
Apple buzz is 4S. 5 fails to delight
as much
Page 4© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Broken out by brand…
11/14/07 2/22/08 6/1/08 9/9/08 12/18/08 3/28/090
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
Apple LG Samsung HTC Motorola Nokia RIM
Cons
umer
Rep
orte
d D
elig
ht (
-1 to
1)
Page 5© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
But Many Brands Are Offering Multiple Operating Systems
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0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
android iOS blackberry other windows
Page 6© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Not All Handsets Are Created Equal
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0.65
0.7
0.75
0.8
0.85
0.9
0.95
1 Apple iPhone 5 Samsung Galaxy S III Samsung Galaxy Note® II BlackBerry Z10Droid Razr Maxx HTC One X HTC Window Phone 8X Nokia Lumia 920Apple iPhone 4S
Page 7© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Great But What Is The Market Talking About?
Speed/PerformanceQuality/Reliability
Product PassionConnectivitySize/Weight
BatteryApple
ConnectivityDisplay/Screen/Graphics
AppleOperating System
Style/DesignUsabilityAndroid
AppsOperating System
Camera3G/4G
AppsPrice / Value
-15% 5% 25% 45% 65%
iPhone 5
% of consumes saying positive
things
% of consumes saying negative
things
Allows comparison to other experiences
Sorted by how
Page 8© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Z10 Shows BlackBerry is Back with a Vengeance
Speed/Performance
Quality/Reliability
Product Passion
Connectivity
Size/Weight
Battery
Apple
Connectivity
Display/Screen/Graphics
Apple
Operating System
Style/Design
Usability
Android
Apps
Operating System
Camera
3G/4G
Apps
Price / Value
-15% -5% 5% 15% 25% 35% 45% 55% 65%
iPhone 5
Speed/Performance
Quality/Reliability
Product Passion
Connectivity
Size/Weight
Battery
Apple
Connectivity
Display/Screen/Graphics
Apple
Operating System
Style/Design
Usability
Android
Apps
Operating System
Camera
3G/4G
Apps
Price / Value
-15% -5% 5% 15% 25% 35% 45% 55% 65%
BlackBerry Z10
Page 9© 2013 Argus Insights, Inc. Confidential: Do Not Distribute
Windows 8 Phone Also Giving Apple Grief
Speed/Performance
Quality/Reliability
Product Passion
Connectivity
Size/Weight
Battery
Apple
Connectivity
Display/Screen/Graphics
Apple
Operating System
Style/Design
Usability
Android
Apps
Operating System
Camera
3G/4G
Apps
Price / Value
-15% -5% 5% 15% 25% 35% 45% 55% 65%
iPhone 5
Speed/Performance
Quality/Reliability
Product Passion
Connectivity
Size/Weight
Battery
Apple
Connectivity
Display/Screen/Graphics
Apple
Operating System
Style/Design
Usability
Android
Apps
Operating System
Camera
3G/4G
Apps
Price / Value
-15% -5% 5% 15% 25% 35% 45% 55% 65%
Lumia 920
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Samsung continues to challenge Apple the Most
Speed/Performance
Quality/Reliability
Product Passion
Connectivity
Size/Weight
Battery
Apple
Connectivity
Display/Screen/Graphics
Apple
Operating System
Style/Design
Usability
Android
Apps
Operating System
Camera
3G/4G
Apps
Price / Value
-15% -5% 5% 15% 25% 35% 45% 55% 65%
iPhone 5
Speed/Performance
Quality/Reliability
Product Passion
Connectivity
Size/Weight
Battery
Apple
Connectivity
Display/Screen/Graphics
Apple
Operating System
Style/Design
Usability
Android
Apps
Operating System
Camera
3G/4G
Apps
Price / Value
-15% -5% 5% 15% 25% 35% 45% 55% 65%
Galaxy S3
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Phone
Web Surfing
Music
Movies
Gaming
Friends
Social Media
Significant Other
Family
Skype/Video Chat/Phone
Books
News/Weather/Sports
Messaging
Work
Coworker
Laptop Substitute
-5% 0% 5% 10%
Lumia 920
Phone
Web Surfing
Music
Movies
Gaming
Friends
Social Media
Significant Other
Family
Skype/Video Chat/Phone
Books
News/Weather/Sports
Messaging
Work
Coworker
Laptop Substitute
-5%-3%-1% 1% 3% 5% 7%
Galaxy Note II
Usage Patterns Also Shift Across Leading Handsets
Phone
Web Surfing
Music
Movies
Gaming
Friends
Social Media
Significant Other
Family
Skype/Video Chat/Phone
Books
News/Weather/Sports
Messaging
Work
Coworker
Laptop Substitute
-5% 0% 5% 10%
iPhone 5
Phone
Web Surfing
Music
Movies
Gaming
Friends
Social Media
Significant Other
Family
Skype/Video Chat/Phone
Books
News/Weather/Sports
Messaging
Work
Coworker
Laptop Substitute
-4%-2% 0% 2% 4% 6% 8%
BlackBerry Z10
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The iPhone has yet to jump the shark but is practicing ski jumps…• The iPhone 5 has not refreshed the view of Apple• Discussion (and sales) of the 4S are as brisk as the 5
– A cheaper iPhone is as valuable an experience as the iPhone 5– The iPhone 5 did not innovate the experience enough to shift demand
fully
• Apple is also reaching global saturation where fragmentation of interests and experiences is beginning– “Think different” is not longer Apple but Samsung, Nokia, and
BlackBerry– Always on a quest to have something different than the masses/your
mom, young buyers are shifting away from iPhone
• iPhone is in danger of jumping the shark, the iPhone 6/mini might be that moment
Page 13© 2013 Argus Insights, Inc. Confidential: Do Not Distribute