If there’s anything Tim Cook and his team might regret about Monday’s heavily-publicized new product announcements, it’s that they had to compete with the Mueller report for media and consumer attention. That was just a bad break.
Otherwise, Apple’s big “It’s Show Time” event was chock-full of headline-grabbing revelations, from the unveiling of a new streaming service, to new details behind their News initiative, and even a new credit card offering. Every breath of Twitter air not gasped by Mueller was gulped by Apple.
But did consumers notice? And what is their initial take?
CivicScience ran a series of survey questions up to and following the Apple event to gauge awareness and interest in the new offerings. Here’s what we’re seeing:
Overall, the new streaming service has the highest level of overall awareness and consumer interest at this point. By noon on March 26th, only 28% of U.S. consumers aged 13+ said they had NOT heard about Apple’s new video, TV, and movie offering. Of those who were aware of the service, 15% expressed an interest in trying it – including 26% of iPhone owners. Only 5% of Samsung owners say they would consider it. Interest is significantly higher among women.
The Apple News subscription service is very appealing to political Moderates. Within 24 hours of the announcement, 46% of respondents had yet to hear anything about the Apple News service. Of those who had heard of the service, 11% said they are interested. Again, this group skewed heavily female but they’re also significantly more likely to have a graduate degree or higher. Notably, those who identify as politically “Independent” are 2X more likely than Republicans or Democrats to be interested in the service. Politically-leaning people don’t want anyone else to curate their news for them.
The Apple credit card has the highest hill to climb, particularly among women. On par with the News service, 46% of respondents said they were unaware of Apple’s new credit card offering. Of those, only 7% said they were interested in it. Unlike the other services, however, interest in the Apple credit card skewed more male – consistent with higher rates of early adoption among men that we see with other financial products.
We’ll continue to track these new services on a daily basis, reporting out periodically whenever we see anything interesting. As always, don’t hesitate to contact us if you have any questions.