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September 13, 2017


Abdul Muis

Apple is not America's favorite tech company

The era of the Apple fanboy may be coming to an end. According to a survey conducted by The Verge in partnership with consulting firm Reticle Research, Apple falls squarely in the middle among Facebook, Microsoft, Google, and Amazon when it comes to inspiring passion and trust in consumers. It came in behind Google in both categories, and far behind Amazon, which led in positive responses for pretty much every category respondents were asked about.

The survey, conducted from September 28th to October 10th, included 1,520 people nationally representative of the US, based on 2016 US Census estimates. The findings suggest that Apple, while still a massively influential force in the industry, engenders less positive feelings, and in some cases more explicitly negative ones.

When asked how much they enjoyed using a company’s products and services, Apple scored the lowest among the big five technology companies — Amazon, Apple, Google, Facebook, and Microsoft — in the category for both “somewhat liked” and “greatly liked.” Among those expressing negative sentiment, Apple scored better than Facebook, yet still lower than Amazon, Google, and Microsoft. Sixty percent of respondents “greatly liked” Amazon’s products and services, while roughly 55 percent and 45 percent felt the same about Google and Microsoft, respectively.

On the topic of whether respondents would recommend Apple products and services to friends and family, the company again fell behind Google and Amazon, both of which garnered responses of either “somewhat likely” to “extremely likely” from more than 90 percent of survey participants. Apple, on the other hand, received similar responses for only about 80 percent of participants. The iPhone maker also came in second to last, ahead of only Facebook, in extreme negative sentiment, with 15 percent of participants saying they were “not at all likely” to recommend the company’s products.

On questions of perception, like trust, Apple was again stuck in the middle of the pack. Participants trusted Amazon the most, which is not all that surprising given its e-commerce store’s ubiquity and the company’s overall drive to provide more value for lower prices with Prime and other services. Yet participants trusted Apple less than even Google, a company with a primary business model of selling consumer data for targeting advertisements.

Abdul Muis

Online retailers in China are discounting the new iPhone 8 and 8 Plus by up to 1,100 yuan ($165.50) after they failed to sell well. The South China Morning Post reports today that China’s largest electrical appliance retailer, Suning Appliance, is lowering the devices' prices and offering additional discounts to anyone who puts a 100 yuan deposit down on a larger-capacity iPhone 8 model.

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Available for Consulting and Speakerships

  • Available for Consulting & Speaking
    Tomi Ahonen is a bestselling author whose twelve books on mobile have already been referenced in over 100 books by his peers. Rated the most influential expert in mobile by Forbes in December 2011, Tomi speaks regularly at conferences doing about 20 public speakerships annually. With over 250 public speaking engagements, Tomi been seen by a cumulative audience of over 100,000 people on all six inhabited continents. The former Nokia executive has run a consulting practise on digital convergence, interactive media, engagement marketing, high tech and next generation mobile. Tomi is currently based out of Hong Kong but supports Fortune 500 sized companies across the globe. His reference client list includes Axiata, Bank of America, BBC, BNP Paribas, China Mobile, Emap, Ericsson, Google, Hewlett-Packard, HSBC, IBM, Intel, LG, MTS, Nokia, NTT DoCoMo, Ogilvy, Orange, RIM, Sanomamedia, Telenor, TeliaSonera, Three, Tigo, Vodafone, etc. To see his full bio and his books, visit Tomi Ahonen lectures at Oxford University's short courses on next generation mobile and digital convergence. Follow him on Twitter as @tomiahonen. Tomi also has a Facebook and Linked In page under his own name. He is available for consulting, speaking engagements and as expert witness, please write to tomi (at) tomiahonen (dot) com

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Tomi Ahonen Almanac 2009

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Alan's Third Book: No Straight Lines

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