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  • Forbes: Apple Losing its Luster with Moms and Kids


    Moms and children no longer hold Apple in the high regard that they once did. That's according to a new report from Forbes that was published Thursday.

    “Apple has lost some of its luster,” says Jeff Fromm, Barkley’s marketing executive. “It is likely a result of a few factors. When Apple brought out the iPhone 5, none of the chargers and adjacent products would ‘fit,’ which was a frustration as it forced consumers to re-purchase these items. Further, Apple has not embraced the level of transparency that some leading brands use to connect with today’s demanding consumers.”

    Although Apple remains firmly entrenched in the top 25 global brands among all consumers, there are demographics that continue to show increasing weakness when it comes to Apple-related fervor.

    Dads, for example, "remain happy" with the Apple brand, cites today's report. And "affluent teens" are also still loyal fans. This bulk of emerging dissatisfaction "is largely concentrated in children and moms."

    Indeed, excluding the iPad, all of the major Apple brands, including iPhone and the iPod, are fading among children, according to Smarty Pants’ Young Love study, which is the nation’s largest survey of brands among those ages 6-12.
    Correspondingly, moms are just not into Apple products like they used to be either.

    "Not only is their appreciation for the iPhone, iPod, and iPod Touch declining (down 17, 8, and 15 points, respectively on Smarty Pants’ survey from 2013 and 2012), their opinion of the iPad is also down for the first time, falling 9 points year-over-year," Forbes reports.

    So what's behind this professed dissatisfaction? It's all about originality - or a lack thereof. "Apple’s last game-changing product hit the shelves three years ago, an eternity in today’s tech market," Forbes concludes.

    Source: Forbes
    This article was originally published in forum thread: Forbes: Apple Losing its Luster with Moms and Kids started by Michael Essany View original post
    Comments 8 Comments
    1. gldoorii's Avatar
      gldoorii -
      Meanwhile..."moms and kids" get a DVD player that can't play their VHS tapes...re-buy the same movies on DVD...buy a Blu-ray player...re-buy the same movies on Blu-Ray...

      God forbid they buy a freakin $20 cable for the $200+ device they bought...that comes with a freakin cable already. Let's not forget about the adapter either.
    1. politicalslug's Avatar
      politicalslug -
      This is a worthless study. Lack of "originality" is behind their lower scores with kids and moms? That's beyond counter intuitive. Mom's don't generally like originality. They want something that works that they know how to use, and for that demographic change for the sake of change is a Bad thing, whereas continuity is a Good thing. Six to 12? This study suggests that 3 years have gone by while these kids have grown from 3 to 6, and up from 6 to 9, yet in that span when they barely know how to use the device they are now turning away from Apple because there hasn't been a "game changer" in a few years? Why is this drivel reported on this website as though it has worth? It doesn't!
    1. Zokunei's Avatar
      Zokunei -
      I have noticed that I haven't seen any kids with a 5th gen iPod touch, whereas I've seen about a dozen with the 4th gen. It's inaccurate to say people have to repurchase every accessory that uses a dock connector though. Anyways, this whole article made me laugh pretty hard with breaking it down between moms, kids, and dads.
    1. dsjarvis's Avatar
      dsjarvis -
      Quote Originally Posted by politicalslug View Post
      This is a worthless study. Lack of "originality" is behind their lower scores with kids and moms? That's beyond counter intuitive. Mom's don't generally like originality. They want something that works that they know how to use, and for that demographic change for the sake of change is a Bad thing, whereas continuity is a Good thing. Six to 12? This study suggests that 3 years have gone by while these kids have grown from 3 to 6, and up from 6 to 9, yet in that span when they barely know how to use the device they are now turning away from Apple because there hasn't been a "game changer" in a few years? Why is this drivel reported on this website as though it has worth? It doesn't!
      +1
    1. Sage I's Avatar
      Sage I -
      I personally am not wanting a "game changer" every six months to a year... I just want it to be more smooth, clear, peppy, powerful, new... I like the familiarity of iPhones over the generations... I think they have gotten more beautiful... They have always worked well for me and continue to get even better...
    1. tridley68's Avatar
      tridley68 -
      Quote Originally Posted by gldoorii View Post
      Meanwhile..."moms and kids" get a DVD player that can't play their VHS tapes...re-buy the same movies on DVD...buy a Blu-ray player...re-buy the same movies on Blu-Ray...

      God forbid they buy a freakin $20 cable for the $200+ device they bought...that comes with a freakin cable already. Let's not forget about the adapter either.
      Oh too funny buy you are correct.
    1. jimmy623's Avatar
      jimmy623 -
      Quote Originally Posted by Sage I View Post
      I personally am not wanting a "game changer" every six months to a year... I just want it to be more smooth, clear, peppy, powerful, new... I like the familiarity of iPhones over the generations... I think they have gotten more beautiful... They have always worked well for me and continue to get even better...
      +1
    1. BhadKarma's Avatar
      BhadKarma -
      Charger comes with the phone... No duh older ones wouldn't fit.