After years of being the coolest kid on the block, Apple may be losing its edge when it comes to impressing the next-generation of smartphone adopters, according to the youth marketing agency Buzz Marketing Group, who claims the Cupertino-company is ‘so yesterday’ in the eyes of teens.
“Teens are telling us Apple is done,” Buzz Analyst Tina Wells told Forbes recently. “Apple has done a great job of embracing Gen X and older [Millennials], but I don’t think they are connecting with Millennial kids. [They’re] all about Surface tablets/laptops and Galaxy.”
According to the marketing agency, massive appeal and popularity of the iPhone and iPad have worked against Apple in reaching today’s youth, with many younglings seeing the devices as uncool with so many adults using them. Looking for an innovative gadget, teens are no longer impressed with Apple’s offerings, as the company’s latest and greatest iPhone 5 features little advancements compared to its predecessor, allowing competitors like Samsung to step in and fill the creative void.
Selling more than 100 million Galaxy S devices since launching the first model under the family moniker in 2010, Samsung has certainly taken advantage of Apple’s weak points. With the Galaxy S III beating out the iPhone 4S as the most popular handset in the world in the third quarter of 2012, it’s clear that the Korean manufacturer’s products are appealing to a larger audience than ever before. Combined with Sammy’s recent advertisements that liken the iPhone as a device for parents and late adopters, the company is feeding into the younger generation’s mindset.
Evidence of the Apple cool-off has been mounting in recent months, with the company’s stock settling around $500 after peaking over $700 at the time of the iPhone 5 launch, perhaps leaving some investors seeing Apple’s long-term prospects as bad and selling off their stock. Furthermore, the iPhone-maker shipped 26.9 million units during last year’s third quarter, while Samsung nearly doubled that number, shipping 56.9 million units, according to Strategy Analytics, most definitely a result of the Korean manufacturer’s wider range of products at various price points.
As competitors continue to evolve their offerings, providing consumers with options that include entry-level devices at modest prices and high-end gadgets with matching price tags, Apple remains set in its ways, which, up until now, has proved successful. Unfortunately this doesn’t bode well for Apple, as more teens turn to Samsung and other Android-powered products, they are likely to stick with the Google operating system for years to come.
“Everything moves in cycles and you can’t rest on your past glory,” said Wells. “You’ve got to evolve to maintain relevance. Apple just needs to focus on innovation and teens will come back.”
With the entire U.S. smartphone market growing more each year, there is nothing but growth ahead of both iOS and Android, as well as other mobile platforms. However, whether one operating system will dominate that space remains to be seen. Either way, one thing is for certain: consumers are the winners here, as manufacturers will work harder to better their technology and hold the upper hand in the swelling smartphone and tablet market.