Welcome to Day 12 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Apple!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
What is the first word that comes to your mind when you hear Apple?
"Expensive" (446 mentions); "Innovation" (111 mentions); "Reliable" (104 mentions); "Innovative" (85 mentions); "iPhone" (84 mentions)
How would you describe the "typical" Apple customer?
"Someone who values simplicity, design, and an ecosystem that 'just works' — willing to pay more for convenience and status."
Describe Apple in exactly three words.
Expensive
Reliable
Stylish
If you could fire the CEO of Apple, would you? (Yes/No)
No: 99.0%
Yes: 1.0%
If you met the CEO of Apple, what is the first question you would ask them?
"Why are your products so expensive and so hard to repair?"
What is the maximum price (in dollars) you would pay for Apple before walking away?
Average: $638.87
How long do you expect an Apple product to last?
Average: 3.9 years.
If you could change one thing about the product, what would it be?
"Lower the price and make devices easier and cheaper to repair."
"Make devices easier and cheaper to repair, and improve battery longevity."
"Make devices easier and cheaper to repair and extend software support for older models."
Who is Apple's biggest threat?
"Samsung"
"Android manufacturers like Samsung and Google"
Why haven’t you switched to a competitor yet?
"I'm used to the Apple ecosystem — my photos, messages, and apps are all tied together — and switching feels like a hassle."
"Because my friends and family use iPhones and the apps (like iMessage) work best together, plus it's familiar."
On a scale of 0-10, how much do you trust Apple?
Average: 6.1
(Score 4: 3.4%, Score 5: 9.6%, Score 6: 58.5%, Score 7: 28.3%, Score 8: 0.2%)
Do you think Apple’s best days are ahead of it or behind it?
Ahead: 89.4%
Behind: 10.6%
If Apple went out of business tomorrow, would you care?
Yes: 66.2%
No: 33.8%
Does Apple actually care about its customers? (Yes/No)
No: 60.6%
Yes: 39.4%
Do you know the name of Apple’s CEO? (Yes/No) Result:
Yes: 94.4%
No: 5.6%
Does the CEO’s public behavior make you less likely to buy from Apple? (Yes/No) Result:
No: 96.2%
Yes: 3.8%
Do you think the leadership at Apple is competent? (Yes/No)
Yes: 99.3%
No: 0.7%
Is the leadership of Apple a liability to the company? (Yes/No)
No: 98.5%
Yes: 1.5%
Do you think the CEO uses their own product? (Yes/No)
Yes: 99.9%
No: 0.1%
Do the executives at Apple seem out of touch with reality? (Yes/No)
Yes: 56.5%
No: 43.5%
Would you buy from Apple if it weren't on sale? (Yes/No)
No: 51.5%
Yes: 48.5%
Is Apple worth the money? (Yes/No)
No: 54.5%
Yes: 45.5%
If Apple raised its prices by 10%, would you still buy it? (Yes/No)
No: 72.9%
Yes: 27.1%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert scale)
The average likelihood to switch score is 3.3.
(Score 2: 33.0%, Score 3: 13.9%, Score 4: 47.4%, Score 5: 5.7%)
Has the quality of Apple declined recently? (Yes/No)
No: 81.5%
Yes: 18.5%
Is Apple too "woke"? (Yes/No)
No: 92.1%
Yes: 7.9%
Are you loyal to Apple because you like it, or because you’re stuck? (Yes/No)
Like it: 54.9%
Stuck: 32.3%
Not loyal: 12.8%
Do you think Apple will exist in 10 years? (Yes/No)
Yes: 100.0%
How likely are you to purchase from Apple in the next 6 months?" (Likert Scale: Very Unlikely to Very Likely)
The average likelihood to purchase score is 2.6.
(Result: Score 1: 7.0%, Score 2: 39.7%, Score 3: 38.6%, Score 4: 14.7%)
See you tomorrow for Day 13!