Watching Apple: are consumers ready for an upgrade?

It’s that time of year again: Fall, when Apple shows off its latest lineup of gadgets. Of course there will be an iPhone, and playing a supporting role this season is the AppleTV.

As Apple sets to launch a new Apple TV on Wednesday, new data from Slice Intelligence suggests that consumers may be looking for something new from Cupertino’s programming. Since January 2013, online demand for AppleTV has relatively flat, selling around 21,000 of their video streaming devices per month, with demand increasing only during the holiday shopping period and when prices dropped from $99 to $69 last April. This price sensitivity–which is not typical among Apple consumers–combined with the observation that holiday demand in 2014 was much weaker online than it was the prior season, would indicate that consumers are ready for the next episode from AppleTV.

Source; Slice Intelligence, copyright 2015. n=31,546 online Apple TV buyers.
Source: Slice Intelligence, copyright 2015. n=31,546 online Apple TV buyers.

Appealing beyond the core Apple customer

Previous iPhone launches have been characterized by two phenomena: demand is highest in the days following the launch event, eventually leveling off to about five percent of their launch levels; and that the majority of people who buy them upgraded from a previous iPhone.

 

Source: Slice Intelligence. Copyright 2015, n=96,166 iPhone 6 and iPhone 6 Plus online buyers.
Source: Slice Intelligence. Copyright 2015.

Among iPhone 6 buyers online, nearly 72 percent had previously bought an iPhone. The majority of those who were new to Apple came from owning a Samsung device, though these buyers comprise only 13 percent of all iPhone 6 buyers.

 

Source: Slice Intelligence. Copyright 2015, n=96,166 iPhone 6 and iPhone 6 Plus online buyers.
Source: Slice Intelligence. Copyright 2015, n=96,166 iPhone 6 and iPhone 6 Plus online buyers.

In the days that follow the availability of the new phones, Slice Intelligence will report on early signals of iPhone 6s demand – including how much market share Apple might capture from its competitors.

 

About this data

With a panel of over 2.5 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world.

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