Apple’s “iPhone 14” series will be released in Japan on September 16, 2022.
The high price due to the weak yen, the fact that it was released in about a year from the previous model “iPhone 13” series as usual, and the fact that there is no particular new taste are attracting attention as to how popular it will be.
Under such circumstances, the mobile market research company “MMD Research Institute” (Minato-ku, Tokyo) announced on the same day,“Purchase Intention Survey on iPhone 14 Series”announced.
“Popularity” reduced by 10% from the iPhone 13 series
The MMD Research Institute survey targeted 7,251 men and women between the ages of 15 and 69 who use smartphones. Among them, 6584 people who mainly use iPhone or Android were asked “Do you want to buy the iPhone 14 series?” by OS.
For iPhone users, 23.8% of them were “purchasing intent”, combining “planning to purchase” (8.0%) and “considering purchasing” (15.7%). Less than 1 in 4 people. In addition, Android users “plan to purchase” (2.5%) and “considering purchase” (5.4%) totaled 7.9%, less than 10%.See Chart 1。
(Chart 1) iPhone 14 purchase intention (created by MMD Research Institute)
Compared to the survey conducted by MMD Research Institute when the iPhone 13 series was released last time (September 2021), purchase intention decreased by 9.9 points for iPhone users and by 2.3 points for Android users. After all, I wonder if the previous reputation of “disappointing” and “too expensive” is reflected.
So why is there a lack of intention to buy? When asked why the iPhone and Android users who answered “I’m interested in the iPhone 14 series but I don’t want to buy it” (multiple answers), iPhone users said, “I can still use the device I’m currently using” (52.6%). ) was the most common, followed by “The device is expensive” (47.8%) and “I just bought a new device” (16.7%) =See Chart 2。
Among Android users, the most common answer was “due to high device prices” (61.9%), followed by “current device is still usable” (46.6%) and “new device just replaced” (14.8%). =See Figure 2 again。
(Chart 2) Reasons for not purchasing iPhone 14 (Created by MMD Research Institute)
It seems that the bad timing that only one year has passed since the release of the previous iPhone 13 series and the high price due to the acceleration of the depreciation of the yen are affecting.
The new Apple Watch and AirPods Pro are reasonably popular
iPhone14 and Apple Watch, AirPods Pro (From Apple’s press release)
On the other hand, which series are those who are eager to buy? The top popularity (multiple answers) of the iPhone 14 series under consideration was “iPhone 14”, “iPhone 14 Pro”, “iPhone 14 Plus”, and “iPhone 14 Pro Max” =See Figure 3. When asked in detail by capacity, the top three are “iPhone14 (128GB)”, “iPhone14 (256GB)” and “iPhone14 (512GB)”.
(Chart 3) Top popularity of iPhone 14 series considering purchase (created by MMD Research Institute)
This time, Apple will release new Apple Watch and AirPods Pro at the same time as the iPhone 14 series. What do you think of this evaluation?
When asked if they would like to buy both models of the iPhone 14 series, the most common purchase intention combining “planning to purchase” and “considering purchase” was “Apple Watch Series 8” (50.6%). Next were “AirPods Pro (2nd generation)” (43.2%), “Apple Watch SE” (same), and “Apple Watch Ultra” (40.2%) =See Figure 4. Both models are reasonably popular.
(Chart 4) Whether iPhone 14 purchasers are willing to buy Apple Watch and AirPods Pro (created by MMD Research Institute)
The survey was conducted from September 8th to September 10th, 2022, with 7,251 men and women aged 15 to 69 nationwide. Among them, we focused on iPhone and Android users.
(Kazuo Fukuda)