With Apple under pressure to repeat the success it achieved with the iPhone 6, its recent announcements in San Francisco saw it promising a raft of upgraded devices. While some were inevitably left a bit disappointed that the press conference didn't see any major, ground-breaking new products being released, the refinements and upgrades it debuted show us just how well Apple understands its audience. From the 6S and iPad Pro to a new-and-improved Apple TV mark II, here are three reasons why the impending new releases are likely to resonate well with consumers.
1.Focusing on Improvement over Change with the 6S
There's little doubt that the iPhone 6 models made a splash when they launched, but our data shows that it's still seven in 10 current iPhone owners who have one of the company's earlier handsets. That means there's a huge group who could be tempted to upgrade to the 6S models, especially among the 25% or so who have a 4 or 4S - they'll surely be some of the keenest to get a new model and to take advantage of the new features that build on the successful design of the 6. That fact that many will be at the end of existing contracts will also help, as will the fact that so many of Apple's new tools simply do not work on most pre-6 models.
Of course, for any existing iPhone owner who wasn't quite convinced by the 6, it's questionable whether the 6S's improved features are good or distinct enough to make much of a difference. Nevertheless, the fact that young and affluent groups are the most likely to say they'd consider buying an iPhone is good news for Apple - for this demographic, cost is less of an issue and features like an improved "selfie" camera really will have appeal.
Also important is that Apple can look outside its existing user base for potential new customers. With over a third of current Samsung owners saying they would seriously consider buying an iPhone, for example, there's a large chunk of people that could be poached from Apple's main competitor - something which seems especially likely given that Samsung's 2015 sales to date have been hit so noticeably by the release of the iPhone 6.
2.Going Big on Gaming with Apple TV
To date, about 15% of internet users globally have invested in a streaming device like Apple TV, rising to almost a quarter in the key US market. Clearly, then, there's already strong appetite for this type of device and - even among those who have one already - a much improved and more functional remote could encourage a strong upgrade mentality.
Moving into gaming is a good move on Apple's part. Over 95% of those with a streaming device say they are gaming in some form each month, with over half of them doing so via a games console. It's well-known that people like it when multiple activities are integrated within the same device, so Apple is well-placed to capitalise on this. Of the major console brands out there, it's arguably the Wii which is most vulnerable to being superseded by Apple TV's new features; it's therefore worrying for Nintendo that 14% of present UK/US iPhone owners who are thinking about buying a Wii U (and the one in 10 who are considering a Wii) are now prime targets for Apple TV.
3.Targeting their Core Audience with the iPad Pro.
More than a third of internet users may be now getting online using a tablet but the boom days for these devices are a thing of the past. iPad usage is still rising - but only slowly and certainly not at the rates that Apple would want. What's more, tablet adoption among the key 16-24 demographic has been lagging noticeably behind for some years now.
With the market for smaller iPads being cannibalised by tablet phones like the iPhone 6Plus, Apple's choice to go for a larger iPad is a very sensible one. And with this bigger screen being aimed squarely at professionals, we have a sign that Apple is now focusing on its core audience rather than trying to win significant numbers of new users. That's pretty smart considering that our data shows that around half of the world's iPad users are in some form of managerial position.