On the 9th September, Apple will host the 2024 launch. Here at Ballpark, we were discussing whether this year's event can live up to that of its predecessors. To explore this, we conducted a market research project, gathering insights from professionals across all aspects of business, including marketing, design, research, and product management. We wanted to measure the current excitement and mood surrounding this year's event and to compare it with the sentiment from previous years.

Has the Apple launch lost its shine?

Our findings suggest a noticeable dip in excitement surrounding this year's Apple launch. A significant 58% of respondents expressed little to no enthusiasm, with 23% stating they are not excited at all. This marks a shift in sentiment from previous years when Apple events were often met with widespread anticipation.

“I feel like a lot of the more recent phone releases feel very similar. I do not know if there is a stark contrast between the 13, 14, 15, or upcoming 16.”

Many respondents attributed their lack of interest to a perceived stagnation in innovation. Several pointed out that recent iPhone models appear to lack significant differences from their predecessors. 

Skipping the live stream: How will people keep up?

When asked how they plan to follow the event, most participants (37.5%) indicated they would prefer to read about it through news sources post-event. Only 7.5% plan to watch the event live, while 13.8% may keep up with the launch via social media.
Is this a sign that people aren’t bothered about being the first to know about Apple’s innovation?

Interestingly, nearly half of the respondents (47.5%) admitted they have never actively followed an Apple launch in the past, suggesting a broader trend of waning interest.

AI Integration: A double-edged sword

“I'm not really bothered by AI, unless it's going to help me do something.”

One of the most talked-about rumors is the potential integration of AI into the new iPhone, however, is it what consumers want? Responses in our survey were mixed, with some excited about the possibilities of advanced AI features, particularly in areas like photo editing and voice assistance. However, others were less enthusiastic, expressing concerns about AI's impact on the creative industry and its ethical implications.

When asked “how excited are you for the introduction of AI into the iPhone”, survey respondents gave a below average 4.9/10. 

One of the pressing concerns was that Apple’s use of AI will be far behind that of Google’s and Samsung’s, two companies who have already integrated AI into their phones seamlessly. 

Is this too little too late for Apple?

What do people want to see?

Past Apple launches have seen people comment most on the camera advances, as well as USB-C charging capabilities and better battery life.

Of the people who are interested in the Apple launch, The camera still is a feature that people want to see the advancements of the most, with just over 30% of people saying they’re interested in Apple’s unveiling of the updated camera, and  23% percent of people saying they're interested in AI.

When asked about desired features or announcements, respondents expressed a desire for something truly innovative. Ideas ranged from enhanced AI capabilities to unique features that stand out from what’s currently on the market. Conversely, there was a strong aversion to incremental updates or features that don’t offer a significant improvement over existing models.

iPhone 16: To upgrade or not?

Finally, we wanted to explore people’s sentiment when it came to upgrading to the iPhone 16 - the phone tipped to be unveiled at the upcoming launch event. When it comes to upgrading, a majority of respondents (62.7%) are not interested. The high cost and perceived lack of innovation were cited as primary reasons for this reluctance. Only a small fraction (5.1%) are eager to purchase the latest model, highlighting a potential challenge for Apple in driving sales for their new devices.

Apathy toward Apple

Apple launches may no longer be the crowd-pleasers they once were. With excitement diminishing and a growing preference for post-event engagement, Apple faces the challenge of inspiring its audience by delivering groundbreaking products to stand out from the ever growing competitor landscape. Launches allow companies to stand up and say “look at all the cool stuff we’ve done”, however, Apple might be keeping their cards a little too close to their chest.