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Samsung’s Lost Opportunity Versus Apple

Article from: 
Wed, 07/09/2016 - 15:42
Ted Marzilli

Samsung’s nine-month consumer perception lead versus rival Apple, an advantage mostly due to Apple’s year-long declining score, is no more, likely thanks to its recent Galaxy 7 Note recall.

The recall, announced last Friday after discovering a battery flaw that could start fires, appears to have driven Samsung to its lowest consumer perception levels since September 2012 when they were ordered to pay Apple $1 billion in damages for patent infringement.

Apple’s perception began declining at the end of January this year, and at one point in early May hit a three-year low. iPhone sales dropped by 10 million units this year and the company reported worse than expected sales in the quarter ending this past March.

While Apple’s perception was trending down, Samsung’s remained steady, creating their first distinct lead in this metric in recent memory. That lead lasted several months until last week’s recall.

With Apple’s press conference this past week announcing the iPhone 7, iOS 10, and a new Apple Watch edition, and Samsung acting quickly on their crisis, both brands have a chance to reverse their perception challenges in the coming weeks.

YouGov BrandIndex measured Samsung and Apple with its Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

Buzz: Samsung, Apple
Buzz: Samsung, Apple
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