The last three months have been about the impending launch of Apples iPhone 5 and finally it happened

ed on Sep 12, 2012, with its

bigger size, lighter weight and new features. With two million advance bookings for iPhone 5 within the first 24 hours, truly, as
reported in an Economic Times piece: there's one big secret about Apple products that no one has ever told you - Apple fans adore
the company more than they adore the technology it creates (12 September).

While the iPhone 5 is still months away from being available in India, what is the buzz amongst Indian news media and consumers ??

Read on to know more about how Indian news media has reported on Apples iPhone 5 insights about business impact, features
that are most attractive, the competitive landscape, key influencers and interestingly the favorability of the news coverage in the
early days since launch of iPhone 5....

CARMA International the world's leading independent media measurement and analysis company used its proprietary media
content analysis methodology to analyze news media coverage*. Through in-depth human-based research, the CARMA analysis
captures nuances and provides context, insights, implications.

*A sample of 10+ influential Indian dailies, trade and online news media were analyzed. A total of 150+ news reports are the basis of the present CARMA report.

Note Bene : The present study findings are indicative and not inclusive of all possible media analysis indices that CARMA International offers as part of its bespoke
and comprehensive media evaluation suite.
CARMA Favorability Rating** Strongest favorability noted for Samsung Galaxy S3
On launch, iPhone 5 reported five times more news articles than Samsung Galaxy S3 & Nokia Lumia 920
but Samsung Galaxy S3 reported strongest favorability.

CARMA analysts determined CARMA Favorability System ** for Apples iPhone 5 and some other smartphones recently launched - Samsung Galaxy S3
and Nokia Lumia 920. The same news media set and same number of days of coverage around each smartphones launch were selected for the
comparative analysis***.

Samsung Galaxy S3 (strongly positive rating of 67) and Nokia Lumia 920 (positive rating of 59) garnered more favorable media mentions than iPhone
5 (58 rating) in the days around each products launch. The drag on iPhone 5s favorability in news media was on account of 16% stories being
unfavorable and nearly 24% being neutral - conveying limited sentiment to the reader.
90 - 100: Perfect
80 - 90: Outstandingly positive
70 - 80: Highly positive
60 - 70: Strongly positive
52 - 60: Positive
48 - 52: Neutral
40 - 48: Problem
30 - 40: Significant problem
20 - 30: Cause for alarm
10 - 20: Crisis
0 - 10: Disaster
**The CARMA Favorability System is a precise measure of tone and potential impact of the media coverage. Favorability is determined on the basis
of article size, key sources & messages reported, placement of the news and tonality of journalist bias. Using a zero to 100 scale, CARMA's rating
system measures degrees of favorability, where 100 is the most favorable and impactful and zero is the most negative and impactful. A scoring of 49-
51 is considered neutral with moderate impact.
***Apple iPhone 5 : 5-18 September 2012 ; Samsung Galaxy S3 : 26 April-9 May 2012; Nokia Lumia 920 : 29 August-11 September 2012
Launch of Apple iPhone 5
iPhone 5 still to score a high five in Indian news media
News, Views & Issues
Media Content Analysis by CARMA International
-10%
0%
10%
20%
30%
40%
50%
0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
%

S
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a
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e

o
f

C
o
v
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iPhone 5 Samsung S3 Nokia Lumia 920
CARMA Favorability Reference
CARMA Favorability Rating Band
Nearly 50% stories reported about the strong competitive challenge that Apple iPhone 5 faces.
Every fifth story mentioned iPhone 5's solid gain over competitors for product
features & customer traction.

iPhone is back on par with its rivals, and has even strengthened various features that made it so popular,
making the iPhone 5 arguably the best smartphone out there (Financial Express, 14 September)

Apple co-founder Steve Wozniak said he plans to get the iPhone 5 and hopes it will take better photos than
the Samsung Galaxy S III (Economic Times, 15 September)
20%
However, a similar percentage of news reports highlighted the competitive threat
posed for iPhone 5 largely by Samsung Galaxy S3, Nokia Lumia 920 & HTC One X.

Shane Richmond Head of Technology (Editorial) for The Telegraph wrote: "There is nothing here that leaves the
Galaxy S3, the HTC One X or the Nokia Lumia 920 looking dated or out of touch (Times of India, 15 September)

All of which is to say, that on paper, feature to feature, there are phones that comfortably eclipse the iPhone 5.
Not to mention value for money, since that has never been Apple's brand premise (Economic Times, 17
September)

20%
Competitive Threats- Samsung, Nokia and HTC are key challengers
In-depth Media Content Analysis of iPhone 5 launch: Key Findings
Research findings hereafter are based on analysis of news coverage around iPhone 5 launch (5-18 September 2012)
Business impact Overwhelming sales & share price performance
Nearly 30% stories painted favorable business prospects for Apple by mentioning
overwhelming pre-sales booking, sales record and soaring share price.

US mobile provider AT&T said it set a sales record with Apple's iPhone 5 over the weekend, making it the
fastest-selling iPhone the company has ever offered (Times of India, 18 September)

The higher than expected demand drove Apple shares to a record $700 levels (Mint, 18 September)
However, every tenth story also put forward business challenges, especially the
stronghold of key competitors who have larger market shares & better product
pricing.

India remains a market where low-cost feature phones dominate sales, and as per an October report by the
research firm IDC, the iPhone only makes up 2.6% of smartphone sales in India, well behind Samsungs at 21%
and RIM's BlackBerry at 15% (Mint, 13 September)

Patrick Goss, editor Tech Radar sums it up: "Is the iPhone 5 going to sell like hot-cakes? Of course. Will it send
shock waves shuddering through the tech world and turn competitors back to their drawing boards? No."
(Economic Times, 15 September)
10%
30%
Interestingly, every fourth story also reported the challenges & limitations of the
product (e.g. not revolutionary, expensive, challenges with lightening connector,
not better than competitive products, etc).

Possibly the biggest issue that many existing Apple users will face is because of the new Lightning connector. In
one shot, it alienates thousands of accessories like bed stands, speaker docks and charging accessories
(Economic Times, 17 September)

The wow-factor was missing this time when Apple launched its latest iPhone5 (Economic Times, 18 September)

25%
60%
Nearly 60% of the overall coverage favorably mentioned iPhone features &
specifications (e.g. Faster, thinner, innovative, lighter, larger screen, etc).

iPhone 5 is everything that a smartphone owner could possibly ever desire for: it is taller, leaner, lighter, shinier
and packs in much more punch than ever (Times of India, 14 September)

That bit of Apple magic, along with a richly deserved reputation for making durable, trouble-free gadgets,
made sure that the most incremental iPhone release in history was met with the most enthusiastic pre-order
response ever (Economic Times, 17 September)
Product specifications discussed Faster, thinner, better
Leading Influencers during the launch Company Officials & Gadget Gurus lead the pack
Role of Influencers was limited in the news coverage only 1/4
th
stories featured a commentator.
Several articles were product reviews and product information pieces.
Amongst all commentators, Apple company officials and Gadget Gurus were largely
quoted - mentioned in 75% of the stories featuring an Influencer.

Company Officials
Apple chief executive Tim Cook called the launch "the biggest thing to happen to iPhone since the
iPhone" (Times of India, 14 September).
Phil Schiller, Sr. VP of worldwide marketing at Apple called the iPhone 5: "the most beautiful product
we have ever made (Economic Times, 13 September).

Gadget Gurus
Gizmodo's Jesus Diaz said: It seems they have incrementally improved every single aspect of the
iPhone. It's not a revolutionary phone, but it is a very nice release (Economic Times, 15 September).
Rajiv Makhni, gadget specialist at NDTV noted: even as the launch of a new iPhone is once again a
big event - it's dwarfed by what all has been happening in the world of mobiles in the past month. The
very business of mobiles is about to change forever (Hindustan Times, 16 September).
So what is going to be Indias tryst with Apple iPhone 5 when it finally hits the Indian markets ?

Mat Honan a senior writer for Wired magazine's Gadget Lab may have put his finger on it: Completely amazing, and
utterly boring...and that has almost nothing to do with Apple and everything to do with our expectations" (Economic
Times, 17 September).
For customized CARMA analysis of your company & brands, article tonality, spokesperson effectiveness, key messaging and other such media impact
parameters, please contact
info@carmaindia.in; +91 120 6520784/85; www.carmaindia.in


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