Apple Watch and Digital Branding- Extracting insights from the online dialogue


Consumer electronics is one of the most competitive industries, with the top technology companies duking it out to be the gizmo in your pocket or briefcase. Once the Iphone 3 came out back in June 2007, Apple products were the most used products in most markets. The Apple Watch came out in April 2015, to a much different public response. The number of devices purchased pale in comparison to the previous iPhone and iPad sales, so what changed?

People were talking about the small screen, the battery life, and the customization to fit their style. Here is where the problem lies; while consumers are eagerly discussing their likes and dislikes of the device, Apple wasn’t listening, and thus was not leveraging the concepts that influenced the markets the most.

The Apple Watch Year-over-Year growth is at a staggering -55% from 2015 to 2016. The overall brand health is dropping, while Apple is still the most valuable brand in the world, companies like Google and Microsoft are growing faster than Apple. Apple has enjoyed overwhelming market share for many years, thanks to its intuitive products and effective marketing. The conversation around Apple products has changed in the last few years, while positive sentiment surrounding competitors has grown. Apple has some of the most dedicated Brand Advocates

Semeon ran two different analyses, one as the Apple Watch came out, and one exactly one year later to see how the consumer opinions have changed. By gathering discussions that happen all around the world, we were able to dissect the ocean of conversations, and extract Insights that provide a 360-degree view of the public perception surrounding the Apple Watch and the Apple brand.

On average, the Apple Watch generated twice as many negative mentions as positive ones. The positive comments were mostly focused on design, rather than functionality or the abundance of apps. The Health and Fitness category is underserved due to the inefficiency of the heart rate monitor, and the poor battery life. These issues, along with the lack of visual variety compared to traditional watches added to the overall negative perception towards the Apple Watch.

Understanding consumer purchase habits starts with extracting the most influential consumer Intentions; such as Intent to Inform, Intent to Complain, Intent to Purchase, etc. Through the Semeon analysis, the most popular actions surrounding the Apple Watch were Intent to inform, which showed up twice as much as any other consumer behavior, and Intent to Complain. The analysis of consumer behavior found online can lead to more aligned Marketing Campaigns, an educated sales force, and a prepared Customer Service team ready to deal with the issues that matter most.

To keep up with constantly changing consumer habits and expectations, Marketing and Branding teams need to stay ahead of the online conversations that drive their brand health and in the end their ROI. The only way to do this is to understand the consumer sentiment, concepts, and behavior that surrounds your brand or campaigns. Semeon Analytics provides teams with Actionable Insights that leads to better business decisions based on the consumers themselves.

If you would to learn how Semeon Analytics can leverage consumer interactions to align your marketing and communication strategies, check out our website


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