Monthly Spotlight

Apple’s 2018 Bumper Haul: Rotting at its Core?

Whilst media reviews have called the newly launched iPhone XS and XS Max ‘the best Apple phones ever made’, the American tech brand seems to be losing its lustre with Singaporeans.

In Singapore, Apple’s latest product range is not exciting many. Seven in 10 (70%) Singaporeans say they are unlikely to purchase the new smartphones before the end of 2018. More than three in four (78%) say they will not buy the brand’s latest addition to its iconic wearable tech – the Apple Watch Series 4 – in the next 3 months.

Once imperial in tech, Apple is battling brand fatigue with 65% of Singaporeans agreeing that they are less excited by new product announcements as compared to 5 years ago.

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