Apple's reputation improves, Samsung's diminishes
TweetFollow Us on Twitter

Apple's reputation improves, Samsung's diminishes


Apple's reputation as the leader in technological innovation has improved while Samsung's brand image has been tarnished by the recent legal battle between the two companies in U.S. federal court, according to the latest Morpace Omnibus.

Consumers are well aware of the California court case, with Apple winning its product infringement suit in August. Furthermore, many U.S. consumers feel that overall, product pricing and offerings within the tablet and smartphone markets will be adversely affected by the court ruling, according to Morpace, a survey marketing research and consulting organization specializing in the automotive, financial services, healthcare, retail & consumer goods and technology industries.

The Omnibus shows that 48% of all U.S. consumers who are smartphone and tablet purchase intenders, or who influence technology decisions within their company, feel Apple's image as the pre-eminent leader in technology, innovation and design has been enhanced by the court ruling. Meanwhile the long-term competitive position of Samsung as a smartphone and tablet manufacturer is also questioned by 48% of all U.S. consumers.

Moreover, many consumers question the viability of the Android operating system, as consumer confidence in buying smartphones and tablets that rely on the Android operating system is decreasing, according to Morpace. Consumers feel that the tablet and smartphone market as a whole, especially for Android devices, will experience an overall negative impact.

"These Morpace Omnibus findings support the fact that while Apple is gaining credibility and brand identity at the expense of Samsung, the impact on Android itself as an operating system is more muted," says Research Director Jeff Dodge, Morpace Technology industry expert.

Consumers say that Microsoft and BlackBerry apparently have not yet benefited from the recent Apple v. Samsung controversy, and might find it difficult to gain market share because of the court case, Dodge added.

"Apple has a window of opportunity to capitalize on its stature as the leader in technological innovation and design in its upcoming brand-building and communications activities," Dodge says. "Meanwhile Samsung should proactively strengthen its image as a long-term financially viable smartphone and tablet manufacturer."

Other key players in the smartphone and tablet product categories need to address consumer "angst" over the threat of less competition, Dodge adds. Interest in the details of the court case remains high. Nearly 70% of U.S. consumers say they are aware of the recent court case -- evidence that the story succeeded to reach a wide swath of the consumer marketplace.

Most importantly, 18% of U.S. consumers say they are "very interested in the issue and will continue to follow developments surrounding the issue." The Morpace Omnibus is a monthly online survey matched to U.S. Census demographics. The August survey interviewed 999 American consumers. Visit www.morpace.com for more info.

 
AAPL
$111.78
Apple Inc.
-0.87
GOOG
$516.35
Google Inc.
+5.25
MSFT
$47.66
Microsoft Corpora
+0.14
MacNews Search:
Community Search:

Latest Forum Discussions

See All
view counter

view counter
view counter
view counter
view counter
view counter
view counter

Make your own Tribez Figures (and More)...
Make your own Tribez Figures (and More) with Toyze Posted by Jessica Fisher on December 19th, 2014 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
So Many Holiday iOS Sales Oh My Goodness...
The holiday season is in full-swing, which means a whole lot of iOS apps and games are going on sale. A bunch already have, in fact. Naturally this means we’re putting together a hand-picked list of the best discounts and sales we can find in order to make your own App Store holiday shopping easier. Things are already kicking off with an... | Read more »
It’s Bird vs. Bird in the New PvP Mode f...
It’s Bird vs. Bird in the New PvP Mode for Angry Birds Epic Posted by Jessica Fisher on December 19th, 2014 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
Telltale Games and Mojang Announce Minec...
Telltale Games and Mojang Announce Minecraft: Story Mode – A Telltale Games Series Posted by Jessica Fisher on December 19th, 2014 [ permalink ] | Read more »
WarChest and Splash Damage Annouce Their...
WarChest and Splash Damage Annouce Their New Game: Tempo Posted by Jessica Fisher on December 19th, 2014 [ permalink ] WarChest Ltd and Splash Damage Ltd are teaming up again to work | Read more »
BulkyPix Celebrates its 6th Anniversary...
BulkyPix Celebrates its 6th Anniversary with a Bunch of Free Games Posted by Jessica Fisher on December 19th, 2014 [ permalink ] BulkyPix has | Read more »
Indulge in Japanese cuisine in Cooking F...
Indulge in Japanese cuisine in Cooking Fever’s new sushi-themed update Posted by Simon Reed on December 19th, 2014 [ permalink ] Lithuanian developer Nordcurrent has yet again updated its restaurant simulat | Read more »
Badland Daydream Level Pack Arrives to C...
Badland Daydream Level Pack Arrives to Celebrate 20 Million Downloads Posted by Ellis Spice on December 19th, 2014 [ permalink ] | Read more »
Far Cry 4, Assassin’s Creed Unity, Desti...
Far Cry 4, Assassin’s Creed Unity, Destiny, and Beyond – AppSpy Takes a Look at AAA Companion Apps Posted by Rob Rich on December 19th, 2014 [ permalink ] These day | Read more »
A Bunch of Halfbrick Games Are Going Fre...
A Bunch of Halfbrick Games Are Going Free for the Holidays Posted by Ellis Spice on December 19th, 2014 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.