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
$99.62
Apple Inc.
+1.72
GOOG
$725.27
Alphabet Inc.
+5.18
MSFT
$52.12
Microsoft Corporation
+0.53
MacNews Search:
Community Search:
view counter

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

WRIO Keyboard (Utilities)
WRIO Keyboard 1.0 Device: iOS iPhone Category: Utilities Price: $2.99, Version: 1.0 (iTunes) Description: 40% OFF DURING LIMITED INTRODUCTORY OFFER | Read more »
Hatoful Boyfriend (Games)
Hatoful Boyfriend 1.0 Device: iOS Universal Category: Games Price: $4.99, Version: 1.0 (iTunes) Description: The hit PC game that everybirdie loves has now migrated to your mobile device! Now you are free to explore the wonders of St. PigeoNation’s Institute wherever you may be, which birdie will you meet while on your travels? | Read more »
Warp Shift (Games)
Warp Shift 1.0 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0 (iTunes) Description: [ CHECK YOUR HARDWARE: Warp Shift does NOT run on iPhone 4, iPad 1 and iPod touch 4G or older devices! It requires at least iOS8 and runs on iPhone 4S to iPhone 6+, iPad mini 1 and 2, iPad Pro, iPad 2 (or newer) and iPod touch 5G... | Read more »
Lifeline: Whiteout (Games)
Lifeline: Whiteout 1.0.2 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0.2 (iTunes) Description: Alone in a frozen wasteland with no memory of how he got there, a lost adventurer’s only hope is his last line of communication – to YOU! Guide him to safety and help him find his identity in this gripping story of... | Read more »
Castles of Mad King Ludwig (Games)
Castles of Mad King Ludwig 1.0.1 Device: iOS Universal Category: Games Price: $6.99, Version: 1.0.1 (iTunes) Description: | Read more »
How to command and conquer in Raid HQ
Raid HQ is a satisfyingly deep base building game with over-the-top macho action and explosions. This little free to play bundle gives you a lot to do from managing a squad to building the most powerful base you possibly can. [Read more] | Read more »
How to build a successful civilisation i...
GodFinger 2 grants you godlike powers, leaving you to raise a civilization of followers. In the spirit of games like Black & White, the GodFinger games will see you building bigger and better villages, developing more advanced technology and resources while keeping your followers happy. [Read more] | Read more »
How to get all the crabs in Mr Crab 2
Mr. Crab 2 may look like a cutesy platformer for kids, but if you're the kind of person who likes to complete a game 100%, you'll soon realise that it's a tougher than a crustacean's shell. [Read more] | Read more »
How to be a star in Britney Spears: Amer...
If you've ever wanted to be a star, baby, then you've probably already checked out Britney Spears: American Dream and are happily making your way up the charts. But fame doesn't come easy, and everyone needs a helping hand sometimes. So we've got some tips to make sure you end up getting money for nothing and your chicks for free. [Read more] | Read more »
AppSpy is hiring a part time Staff Write...
| Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.