Apple seeing "unprecedented" surge in MacBook demand
The media frenzy surrounding the iPhone may have helped Apple claim a record share of customers for its portable line at the expense of its rivals Dell and HP, says a new survey from ChangeWave.
An early August study that canvassed 3,665 of the financial research group's existing members' buying habits has revealed that nearly one sixth, or 17 percent, of respondents who had bought a notebook in the past three months had chosen one of Apple's MacBook or MacBook Pro models. The gain was an "unprecedented" jump from 12 percent in June and eclipsed the Mac maker's previous record of 15 percent set in January.
The computer builder was also set to enjoy continued high demand from future buyers, with 28 percent of those expecting to buy a notebook between August and October claiming that the system will be a Mac. Desktop demand was largely steady at 7 percent of past desktop sales and 23 percent of intended purchases, though the study completed just a day after Apple had introduced the new aluminum iMac.
ChangeWave attributed much of the increase to a previously predicted halo effect created by the sheer publicity relating to the run-up for the iPhone. While the investment analysis firm didn't provide an explanation for why members were gravitating towards MacBooks, it did suggest that the spike in sales was triggered primarily by customers newly interested in Macs after exposure to the Apple cellphone and its marketing campaign.
"The findings of our newest consumer survey are in and they show the enormous impact of that transformational shift [towards Apple]," said ChangeWave. "They serve as powerful evidence that the aforementioned 'halo effect' is indeed translating into real world Mac computer sales for Steve Jobs and company."
In contrast, other computer manufacturers were said to have suffered in the latest rankings, potentially as a result of Apple's success. Hewlett-Packard saw a climb in anticipated desktop sales of five points, to 28 percent, but had ultimately lost three points in planned notebook sales to 25 percent -- probably the result of "increased competition" from Apple, ChangeWave wrote.
The analysts doubted that much of the lost share was funneling towards HP's frequent market rival Dell. Those surveyed were more likely than ever to have shied away from the Texas-based PC maker: future demand for notebooks had dropped from 28 to 24 percent while recent sales had advanced only one point from an all-time low to 29 percent. Some of this drop was potentially attributable to Dell's corporate sales, which dominate its income and typically avoid direct competition with Apple's preferred home market.
No matter which company proved to be the source for Apple's increase, the survey backed its arguments by pointing to extremely favorable customer satisfaction scores. A full 86 percent of Mac owners, regardless of model, claimed they were "very satisfied" with their purchases. The figure was 27 points higher than for next-best Toshiba, which managed to please just 59 percent of its customers.
And like its estimated sales numbers, Dell once again suffered in the rankings. Of major computer makers, the manufacturer placed last in customer happiness and could only claim that 44 percent of recent buyers were truly happy with their product.
"Once again -- more great news for Apple; more ominous news for Dell," ChangeWave noted.
An early August study that canvassed 3,665 of the financial research group's existing members' buying habits has revealed that nearly one sixth, or 17 percent, of respondents who had bought a notebook in the past three months had chosen one of Apple's MacBook or MacBook Pro models. The gain was an "unprecedented" jump from 12 percent in June and eclipsed the Mac maker's previous record of 15 percent set in January.
The computer builder was also set to enjoy continued high demand from future buyers, with 28 percent of those expecting to buy a notebook between August and October claiming that the system will be a Mac. Desktop demand was largely steady at 7 percent of past desktop sales and 23 percent of intended purchases, though the study completed just a day after Apple had introduced the new aluminum iMac.
ChangeWave attributed much of the increase to a previously predicted halo effect created by the sheer publicity relating to the run-up for the iPhone. While the investment analysis firm didn't provide an explanation for why members were gravitating towards MacBooks, it did suggest that the spike in sales was triggered primarily by customers newly interested in Macs after exposure to the Apple cellphone and its marketing campaign.
"The findings of our newest consumer survey are in and they show the enormous impact of that transformational shift [towards Apple]," said ChangeWave. "They serve as powerful evidence that the aforementioned 'halo effect' is indeed translating into real world Mac computer sales for Steve Jobs and company."
In contrast, other computer manufacturers were said to have suffered in the latest rankings, potentially as a result of Apple's success. Hewlett-Packard saw a climb in anticipated desktop sales of five points, to 28 percent, but had ultimately lost three points in planned notebook sales to 25 percent -- probably the result of "increased competition" from Apple, ChangeWave wrote.
The analysts doubted that much of the lost share was funneling towards HP's frequent market rival Dell. Those surveyed were more likely than ever to have shied away from the Texas-based PC maker: future demand for notebooks had dropped from 28 to 24 percent while recent sales had advanced only one point from an all-time low to 29 percent. Some of this drop was potentially attributable to Dell's corporate sales, which dominate its income and typically avoid direct competition with Apple's preferred home market.
No matter which company proved to be the source for Apple's increase, the survey backed its arguments by pointing to extremely favorable customer satisfaction scores. A full 86 percent of Mac owners, regardless of model, claimed they were "very satisfied" with their purchases. The figure was 27 points higher than for next-best Toshiba, which managed to please just 59 percent of its customers.
And like its estimated sales numbers, Dell once again suffered in the rankings. Of major computer makers, the manufacturer placed last in customer happiness and could only claim that 44 percent of recent buyers were truly happy with their product.
"Once again -- more great news for Apple; more ominous news for Dell," ChangeWave noted.
Comments
Great stuff, now the shares should get a little boost back up.
you didn't like 5 points today ?
That said, stepping back, it's quite a statement to say that ~28% of younger consumers want to buy Apple laptops. Imagine 5 years from now when the now-younger consumer IS the average consumer; does that mean Apple's on the road to 20% (or more?) marketshare?
i think specs wise Apple need to revamp the entire macbook and pro lines
13.3" MacBook Black - $1099, $1299
15.4" MacBook Black - $1499
15.4" MacBook Pro - $1799, $1999
17.0" MacBook Pro - $2299
graphics and HD-DVD (or Blu-Ray) to differentiate the Pro and Consumer lines...
Apple needs a mid-range computer baaaadly.
Damn those things are ugly. Even Excel 2004 would at least have some antialiasing.
Right-on booga.
Apple needs a mid-range computer baaaadly.
As much as I'd love to have one, I really see more portables and less desktops since markets show an upswing in notebooks and a gradual decline in desktop sales, not more.
From a USA Today research article: "In May, the overall notebook market grew by 40% over the same month a year ago. Apple outpaced overall market growth with a year-to-year jump of 65%, Baker said. Windows-based notebooks saw a 37% increase in sales."
I went to two Apple stores, and used the 'online chat' and every time I asked about an iMac I got "You need a MBP for graphic design!" Right... but I was asking about the iMac? "But the MBP is much better than the iMac for design!" But don't they have the same specs? "MBP!"
I just said thanks and left.
After leaving the Apple store, I'm glad I didn't purchase the 15" MBP. I think I'm going to try to wait for a smaller MBP, if one ever comes out. I've been waiting forever, and my desire for a faster laptop is getting the best of me. Had an employee actually answered the assist request that I clicked on the laptop, Apple would have sold yet another laptop tonight.
I went to two Apple stores, and used the 'online chat' and every time I asked about an iMac I got "You need a MBP for graphic design!" Right... but I was asking about the iMac? "But the MBP is much better than the iMac for design!" But don't they have the same specs? "MBP!"
I just said thanks and left.
I don't think it's any coincidence that the product they are pushing is more expensive.
My iBook is literally dying as I type this... If they don't release a minitower next week I'll be without a comp...
i have a ibook g4@ 1ghz with 768 ram. i can't afford an MBP, and the mini is under powered same as the macbook (no dedicated gpu). the new imacs are only glossy, no thanks. i guess we're kind of stuck. i might give in a just buy a PS3 and install linux on it; cause i don't see anything cheap coming from apple soon and those statistic are not very realistic, especially for the desktop.
Right-on booga.
Apple needs a mid-range computer baaaadly.
I also believe they would be served well with a mid-range. Except I believe Apple eventually wants to morph out of the computer space and into the cosumer electronic market. You have the AppleTV and iPhone as proof that OSX can scale down to small devices. What's next? A navigation/entertainment system in luxury cars or high end prosumer cameras?
Maybe they'll put a whole Mac on a small system board and sell them to appliance manufacturers. Kind of like reverse cloning. Mac OSX on your refrigerator or washer eh?
If Apple released the new iMac in July the Mac unit sales for this quarter would be much better.
ChangeWave™ is irrelevant. I don't listen to them no matter if the news is positive or negative. Completely unreliable.
And you think I"M a cynic?
I also believe they would be served well with a mid-range. Except I believe Apple eventually wants to morph out of the computer space and into the cosumer electronic market. You have the AppleTV and iPhone as proof that OSX can scale down to small devices. What's next? A navigation/entertainment system in luxury cars or high end prosumer cameras?
Maybe they'll put a whole Mac on a small system board and sell them to appliance manufacturers. Kind of like reverse cloning. Mac OSX on your refrigerator or washer eh?
I can't see that happening for a long time, if ever.
more sales if base model of MacBook goes Super Drive
i think specs wise Apple need to revamp the entire macbook and pro lines
....
graphics and HD-DVD (or Blu-Ray) to differentiate the Pro and Consumer lines...
Um, Apple will definitely not include Blu-Ray until it has beaten HD-DVD.
-=|Mgkwho