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How Consumers Reacted Online to Apple's New iPhones and iOS

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Most consumers online greeted Apple's announcement of its two new phones (iPhone 5S and 5C) and its new iOS (iOS 7) positively, according to a recent analysis by NetBase.

In the 10 days leading up to unveiling of the new products, consumer sentiment on the Web was 65% positive for Apple. After the event, sentiment was 64% positive—a slight dip but still solidly approving.

The following graphic shows the change in sentiment for Apple from September 1 to September 10 at 12 PM PST (immediately after the announcement of the new products).


Below, additional data from NetBase's analysis.

Before the Announcement

According to the analysis, there were almost 3 million mentions about Apple's new products on microblogs, blogs, and social networks in the 10 days leading up to the event (September 1 - 10).

Overall sentiment ahead of the announcement was 65% positive and 35% negative.

This early sentiment, based on speculation and leaked previews, varied by product:

  • iPhone 5S: 70% positive vs. 30% negative.
  • iPhone 5C: 64% positive vs. 36% negative.
  • iOS 7: 62% positive vs. 38% negative.

During/After the Announcement

In the hours during and immediately after the announcement of the new products (10 AM - 12 PM PST on September 10) there were about 600,000 additional mentions of Apple online.

The iPhone 5S was discussed most positively (71% positive) compared with the iPhone 5C (63% positive) and iOS 7 (63% positive).

Comments about the products included:


  • iPhone 5S: Look, fast, battery, better than the 5, camera.
  • iPhone 5C: Inexpensive, beautiful and bright colors, Android free.
  • iOS 7: Free, best on 5S, popular operating system.


  • iPhone 5S: Expensive, weird, slow.
  • iPhone 5C: Not cheap, tacky colors.
  • iOS 7: Rip off of Nokia Lumia, don’t care.

About the research: The NetBase analysis was based on mentions of Apple online in the days leading up to the announcement of its new products through the end of the unveiling event (September 1 - 10, 2013). About half of the mentions were from US consumers, with the rest coming from a mix of other countries.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by GK Fri Sep 13, 2013 via web

    So basically, the public had a positive view point of the new hardware. It was only the pundits that panned it.

  • by Gracious Store Sat Sep 28, 2013 via web

    The public is always ready to welcome anything new into the market so the sentiments will be high at the announcement of the new products with hope that the new products will have better features and functionality compared to the previous versions

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