2018 CX study: Apple iPhone ads
Why are Apple’s new iPhone ads so annoying?

Apple is known for its powerful advertising, with the company’s ads often being hailed as revolutionary, creative, and aspirational. (Remember the Think Different ads?)

But some of Apple’s more recent iPhone ads are a departure in both tone and focus. To measure the impact the ads have on consumer sentiment and preference, UserTesting studied consumer reactions to three recent iPhone ads, exploring their effect on people in different age groups, and who own different smartphone brands.

Key findings include:

  • Smartphone brand loyalty starts much earlier and is more difficult to change than expected
  • The ads were designed to appeal to younger generations—often confusing and alienating older generations

Download 2018 CX study: Apple iPhone Ads to find out how Apple is catering to younger audiences to build brand loyalty before brand preferences are set.

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