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Consumer perception of Apple improves after Steve Jobs resignation

post #1 of 59
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Suggesting the Apple brand is bigger than the company's iconic founder, a daily tracking survey has found that consumer perception of Apple actually improved following the resignation of Steve Jobs.

The latest poll from YouGov BrandIndex shows how consumers' opinion of the Apple brand fluctuated following the announcement last week that Jobs would resign as chief executive of Apple. While attention surrounding Apple unsurprisingly increased, so too did the company's reputation.

Sitting around 35 points on the poll's scale just days before the announcement on Aug. 22, the number shot to near 60 points by Aug. 26, two days after Jobs stepped down and Tim Cook took over as CEO.

The survey asks adults if they had heard something about a company -- in this case, Apple -- in the last two weeks. That number grew 17 percent over the past two weeks, propelled by Jobs' announcement that he would step down as CEO, but remain chairman of the board at Apple.

The study's scale ranges from -100 to 100, and points are compiled by subtracting negative feedback from positive.

Each weekday, 5,000 people ages 18 and up from a representative U.S. population sample are interviewed for the YouGov BrandIndex, which carries a margin of error of plus or minus 2 percent. Respondents are drawn from an online panel of more than 1.5 million individuals, and more than 1.2 million interviews are conducted per year.



As one of the most recognizable CEOs in the world, Jobs gained considerable mainstream attention last week when his resignation was announced. Though he was actually on medical leave since January, Jobs had retained his title as CEO and remained a major force throughout 2011, introducing key products like the iPad 2 and iCloud at widely publicized media events.
post #2 of 59
Quote:
Originally Posted by AppleInsider View Post

The latest poll from YouGov BrandIndex

Have I never heard of this because it's completely unknown and has no real weight or am I just out of the loop?

How do you measure "opinion" on a 201 point scale?

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Originally posted by Marvin

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post #3 of 59
It makes sense, because the Jobs resignation was accompanied by massive media interest in Apple, which was almost overwhelmingly positive.

So people's perception of Apple must have improved over those few days.
post #4 of 59
Never heard of them.
How does one measure "Buzz" ?
post #5 of 59
it's because of all the love and support everyone's been saying about Steve online.

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post #6 of 59
It may be that Steve Jobs was vilified by Windows and Android users or rumors and decent in those communities and they believe APple is better now he has left. It would be a foolish perception, but likely a real one out there.
post #7 of 59
Quote:
Originally Posted by BTBlomberg View Post

It may be that Steve Jobs was vilified by Windows and Android users or rumors and decent [sic] in those communities and they believe APple is better now he has left. It would be a foolish perception, but likely a real one out there.

I agree. A lot of opinions are based upon nothing but bullshit. Logic, reason and proof usually take a back seat.

After all... we must remember that Steve is the curator of the walled garden and that he doesn't believe in freedom, choice and the American way...
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post #8 of 59
I would say it was one of the smoothest CEO transitions of all time. The timing and execution has been just about perfect. The fact that they made the transition now, to put a new CEO officially in power, while Steve can remain part of the company means no sudden changes are expected.

Had Apple been forced to get a new CEO and not been prepared for it, the numbers would be vastly different.
post #9 of 59
Quote:
Originally Posted by BTBlomberg View Post

It may be that Steve Jobs was vilified by Windows and Android users or rumors and decent in those communities and they believe APple is better now he has left. It would be a foolish perception, but likely a real one out there.

If anything the biggest contention most android users had with Steve Jobs boils down to the lawsuits/his rants during earnings calls. They might feel that now that someone else is in charge, the lawsuits will abate a bit. Maybe not against touchwiz, or the Galaxy S phones, but against other phones (Transform) that people just scratch their heads about.

In reality though, assuming this "survey" is accurate (I haven't heard of the group either) it's most likely because of all the "My memory of steve jobs" articles going around, and how most sites that run one of those run 5 talking about how this isn't bad for Apple.

But, considering this is a "hot button" topic right now, and we've never heard of this group, I'm guessing it's mainly just a fluff piece cooked up by the groups PR to try and get their name out there.
post #10 of 59
I agree with many of the previous posters - I think it takes a big stretch to connect these numbers (a whopping 3 data points, as far as I can see...) to any negative opinion of Steve Jobs.

These are probably the result of increased media coverage and those "Top 10 Accomplishments of Steve Jobs" articles that seem to cover nearly every website, magazine, or newspaper. People are merely saying, "Oh yea! So smartphones DID suck before the iPhone!"
post #11 of 59
Apple is now TOO BIG to fail! Thanks Steve!
post #12 of 59
Quote:
Originally Posted by bjojade View Post

I would say it was one of the smoothest CEO transitions of all time. The timing and execution has been just about perfect. The fact that they made the transition now, to put a new CEO officially in power, while Steve can remain part of the company means no sudden changes are expected.

Had Apple been forced to get a new CEO and not been prepared for it, the numbers would be vastly different.

Nailed it.
post #13 of 59
Big deal! As an advertiser for many years, I can tell you that there is a direct correlation between exposure and appreciation. Unless the reason for the exposure is very very negative, the exposure and appreciation needles always move together on the dashboard.
post #14 of 59
Quote:
Originally Posted by Menno View Post

If anything the biggest contention most android users had with Steve Jobs boils down to the lawsuits/his rants during earnings calls. They might feel that now that someone else is in charge, the lawsuits will abate a bit. Maybe not against touchwiz, or the Galaxy S phones, but against other phones (Transform) that people just scratch their heads about.

In reality though, assuming this "survey" is accurate (I haven't heard of the group either) it's most likely because of all the "My memory of steve jobs" articles going around, and how most sites that run one of those run 5 talking about how this isn't bad for Apple.

But, considering this is a "hot button" topic right now, and we've never heard of this group, I'm guessing it's mainly just a fluff piece cooked up by the groups PR to try and get their name out there.

Angst with Steve Jobs is only from the anti Apple geek squad who like to have geeky conversations about geek stuff that isn't from Apple. For 99% of the rest of the world Steve Jobs is someone they notice when he is in the MASS media. 99% of people (making an over generalisation here) do not care about the machinations of the tech world. So no I do not agree that 'most android users' had contention with Steve Jobs - they just used an Android phone. And most of them successfully make phone calls on them - that's all they care about, not like 'us' who appreciate functionality and elegance and quality and....
I think the reality is that there is a 'halo' effect and when coupled with the 'my memory of Steve Jobs' articles this generates a positive attribution towards Apple.

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post #15 of 59
Quote:
Originally Posted by rcoleman1 View Post

Apple is now TOO BIG to fail! Thanks Steve!


When the financial sector collapsed and the government (the one that talks about small government) propped up the banks. They said of some of them ... " they are TOO BIG to fail"

the key words here are 'TOO BIG'

In this case it is not that Apple is TOO BIG to fail, rather Apple has a cultural paradigm that will more likely see it succeed. Also Apple never talks about itself in the negative, only the positive - M$ does the opposite.

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I only know 10 people that get the
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post #16 of 59
Quote:
Originally Posted by AppleInsider View Post

...a daily tracking survey has found that consumer perception of Apple actually improved following the resignation of Steve Jobs.

The survey asks adults if they had heard something about a company -- in this case, Apple -- in the last two weeks. That number grew 17 percent over the past two weeks, propelled by Jobs' announcement that he would step down as CEO, but remain chairman of the board at Apple.

That's not 'perception.' Perception is 'what' or 'how' you think of something.....not whether you've simply heard of it.

Brand perception is what you think of a particular brand or company -- good reputation, bad reputation....


My perception of Apple went up with Jobs' resignation. He's a brilliant guy, but also a prick. Let's hope future Apple leadership is more gracious.
post #17 of 59
Markets don't like uncertainty.

Steve retired, uncertainty was reduced.

But it was a partial retirement, so he's still kind of there - so there is no vacuum.

Further, the uncertainty about Apple's eventual succession plan was reduced.
post #18 of 59
Quote:
Originally Posted by boubou1961 View Post

Big deal! As an advertiser for many years, I can tell you that there is a direct correlation between exposure and appreciation. Unless the reason for the exposure is very very negative, the exposure and appreciation needles always move together on the dashboard.

A very good observation.
post #19 of 59
Perhaps is simply that the skill with which Apple has pulled off the transition in itself has impressed people who previously thought Steve was all there was to Apple.
Not a dig at Steve, just a recognition of how solid Apple really is with or without him.
post #20 of 59
Quote:
Originally Posted by frugality View Post

My perception of Apple went up with Jobs' resignation. He's a brilliant guy, but also a prick. Let's hope future Apple leadership is more gracious.

Never met the man myself. I always wondered about those stories that said he was a prick. It's good to hear from someone who knew Steve personally so that the rest of us now know that they are true.
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post #21 of 59
Quote:
Originally Posted by Menno View Post

If anything the biggest contention most android users had with Steve Jobs boils down to the lawsuits/his rants during earnings calls. They might feel that now that someone else is in charge, the lawsuits will abate a bit. .

Dream on. Its typical of an immature community such as android fanatics to simplistically believe that one person can be the source and target of their anger.
The lawsuits are not a product of Steve's ravings, but of a logical corporate decision to do the due diligence of defending their intellectual property from a group of companies who couldn't come up with an original idea until it literally bit them on the ass.
post #22 of 59
Quote:
Originally Posted by island hermit View Post

I agree. A lot of opinions are based upon nothing but bullshit. Logic, reason and proof usually take a back seat.

After all... we must remember that Steve is the curator of the walled garden and that he doesn't believe in...the American way...


You mean massive debt, continual war, coddling the rich at the expense of the working poor, and less oversight of critical industries?
post #23 of 59
The news about Steve's resignation from Apple came just briefly after the news that Apple had the largest cash pile on hand of any publicly traded company in the USA -- some 76 BILLION dollars of cash on hand, no debt, and a market capitalization of roughly 340 B dollars. This news about Apple's financial stability in the midst of the Jobs resignation, as well as the massive popularity of the iPhone (both 3GS and 4) which are selling extremely well, and now the iPad which is the most popular tablet computer in the world, all contribute to this "public perception" of Apple being in a positive note. Only people closely following the news or with an interest in Apple/tech are really interested in the Steve Jobs resignation news. The average end user/consumer only cares about the company, not the "figurehead" who is the current CEO.
post #24 of 59
Quote:
Originally Posted by 801 View Post

Never heard of them.
How does one measure "Buzz" ?

Not sure how they did it but I would measure it by tracking mentions of Apple or Mac or iOS in the media and on the web and in various social media networks etc.
post #25 of 59
Quote:
Originally Posted by BTBlomberg View Post

It may be that Steve Jobs was vilified by Windows and Android users or rumors and decent in those communities and they believe APple is better now he has left. It would be a foolish perception, but likely a real one out there.

I doubt that segment of people would be large enough to really push the index. What's more likely, in my opinion, is that all the news stories informed people who didn't know much about Apple or Steve Jobs, other than the products. They might not have been aware of the huge turnaround and success Apple has had, as well as just how rich innovation has been at Apple. Much of the news centered around the corporate success and SJ role, which a lot of people are unfamiliar with.

So I think all the positive reporting on SJ and Apple resulted in more people being more impressed with the company. I don't think it is directly related to whether SJ is CEO or not. If anything, we would expect the index to decrease, if that were the case.
post #26 of 59
Quote:
Originally Posted by frugality View Post

My perception of Apple went up with Jobs' resignation. He's a brilliant guy, but also a prick. Let's hope future Apple leadership is more gracious.

Don't they have a show about him and all the nasty things he's done?

Dirty Jobs.
post #27 of 59
Like the man or not, he's the reason we love our iPhones, iPads, and iPods...not mention you know the other things...
post #28 of 59
My perception is exactly the same, since Jobs is still involved, and probably will not change much until he is no longer in the picture.

I do hope he occasionally does talks, product introductions and such -- he is a fascinating person. If you haven't read "The Journey is the Reward" by Jeffrey S. Young, an unauthorized autobiography on Jobs, go read it -- very interesting!
post #29 of 59
Quote:
Originally Posted by frugality View Post

My perception of Apple went up with Jobs' resignation. He's a brilliant guy, but also a prick. Let's hope future Apple leadership is more gracious.

"The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man."

Shaw said it, Jobs proved it, and I looked it up on my MacBook Air.
post #30 of 59
by the number of reefers the person being interviewed has smoked? Esp the Android nerds/stoners

Quote:
Originally Posted by 801 View Post

Never heard of them.
How does one measure "Buzz" ?
post #31 of 59
Quote:
Originally Posted by 801 View Post

How does one measure "Buzz" ?

Ask Google.

Originally posted by Marvin

Even if [the 5.5” iPhone] exists, it doesn’t deserve to.
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Originally posted by Marvin

Even if [the 5.5” iPhone] exists, it doesn’t deserve to.
Reply
post #32 of 59
Quote:
Originally Posted by island hermit View Post

Never met the man myself. I always wondered about those stories that said he was a prick. It's good to hear from someone who knew Steve personally so that the rest of us now know that they are true.

Tight!

Anyone who's in the news a lot (going on 30 yeas) has done something that someone somewhere perceived as negative. Then it gets repeated. The Woz story gets repeated ad nauseam. Yet, to hear the Woz speak, he loves and admires the man. Doesn't matter the good one does, bad sells badder.

But who listens to the envious. It stands out, ya know. Steve, Woz and Apple are laughing all the way to the bank and into the history books; and not at just footnotes. They changed the world and history. And we are talking about them, Samsung is talking about them every time they're working on a product and twerps who hate them are talking about them.

Sheesh, frugality.

When I find time to rewrite the laws of Physics, there'll Finally be some changes made round here!

I am not crazy! Three out of five court appointed psychiatrists said so.

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When I find time to rewrite the laws of Physics, there'll Finally be some changes made round here!

I am not crazy! Three out of five court appointed psychiatrists said so.

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post #33 of 59
It's like this. We love to talk about Apple because it is a Cinderella story that just keeps getting better and better.

The Hating Apple Troll Envious, HATE for short,

do as their name implies but they are as transfixed on Apple as any fan is and this is magnified by the number of forums they belong to compounded by the number of rants they make. It is as simple as that. It's an exponential thing so some even end up spending more time on Apple than a good sized Apple Fan does.

And I think that is so cool.

When I find time to rewrite the laws of Physics, there'll Finally be some changes made round here!

I am not crazy! Three out of five court appointed psychiatrists said so.

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When I find time to rewrite the laws of Physics, there'll Finally be some changes made round here!

I am not crazy! Three out of five court appointed psychiatrists said so.

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post #34 of 59
Addict44.

Yep. You nailed it!
post #35 of 59
Smells like sh.... ehm a great PR article
post #36 of 59
One of the greatest things Steve Jobs ever did was create a company that has a high likelihood of surviving without him. Many companies collapse as soon as their CEO leaves. In this case Apple is loaded up with CEO-class people in their various divisions. Tim Cook is such an immense talent and built much of what Apple is today. But the truth doesn't come out when times are great like they are now. The truth will come out when Apple hits a major crisis/inflection point without Steve Jobs to lean on.

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post #37 of 59
Consumer perception takes forever to change. How many believe Bill Gates still runs Microsoft?

Anyway this'll be an interesting metric to monitor going forward.
post #38 of 59
this post is pretty dumb, glad to know that everyone here isn't going all "WOO APPLE BIGGER NOW" but, actually take this as lameage.
post #39 of 59
Quote:
Originally Posted by CityGuide View Post

"The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man."

Shaw said it, Jobs proved it, and I looked it up on my MacBook Air.

I don't dispute that Jobs made progress -- at least in the technological realm.

I feel sorry for him, though.
post #40 of 59
for people to call steve jobs names and comment on his ethics without ever meeting him or speaking to him is the height of gall and hypocrisy and stupidity.

i would rather have a martha stewart or a leona helmsley, run my business making tough & unpopular decisions and also make money, than the hewlett packard group and the steve ballmer fumblers.

apple went down the tubes without steve jobs at the helm and it's doubtful that anybody, in their lifetime, will replicate the feat of watching phoenix rise from the ashes.
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