App Marketing Conversations: Apple iPhone 6 and 6 Plus

by GameHouse

In this weeks App Marketing Conversations; Ryan Morel of GameHouse, Ian Sefferman of MobileDevHQ by Tune and Robi Ganguly of Apptentive discuss the new Apple 6, 6 Plus and how app marketers can take advantage of the bigger handsets and what is expected to be the mother of all upgrade cycles.

Watch the video here, or read the transcript below and make sure to check out the segments from Ian & Robi!

Ryan Morel: Hi, and welcome to another edition of App Marketing Conversations. I am Ryan Morel with Gamehouse. As always, I’m joined by Ian Sefferman of MobileDevHQ by TUNE and Robi Ganguly of Apptentive. So we are in the second new Apptentive office in the last four weeks. It’s a fantastic place, congratulations.

Robi Ganguly: And we’re not going to move for a while.

Ryan Morel: Good, until you need a much bigger space.

Ian Sefferman: Yeah. Hopefully, you move really, really soon.

Ryan Morel: So we’re going to talk about Apple. This last week was the big keynote that we’ve been waiting for since the last one. In this episode, we’re going to talk about the new iPhones, both the 6 and the 6 Plus. I highly doubt there’s anybody watching this that hasn’t heard that Apple released two new phones: a 4.7-inch and a 5.5-inch. So let’s start by getting some first reactions from the two of you on what you thought of the announcement. I doubt they were a surprise, but your reactions?

Ian Sefferman: My first reaction is simply to say that I preordered the 6 Plus.

Robi Ganguly: Wow.

Ryan Morel: For whatever that’s worth.

Robi Ganguly: Did it come with a purse?

Ian Sefferman: It didn’t. I had to do some custom sewing on all of my pockets to get them a little bit bigger, but I think the thing that was surprising in a good way to me was I expected a big phone, but I didn’t expect the big phone to have a different UX or the ability to have a different UX. The fact that it did and that it looks super great to use I thought was a nice middle ground phablet between the iPad and . . .

Ryan Morel: Okay.

Robi Ganguly: I thought what was really interesting was how little time they spent talking about both phones. In the context of their announcement it was like, “Here you go. New phones. You all expected it, here’s what’s going on,” and then the rest of the time was not talking about the phones. I thought that was weird.

Ryan Morel: Yeah. Is that simply just because what more can you say at this point? It’s thinner, faster, bigger, better screen. What else is there?

Robi Ganguly: I think that’s one way of taking it. I think the other way of taking it is they knew in this area they’re not being innovative. It very much is, “Yes, we know other people did this. They were right. We were wrong. We’re changing. Let’s go talk about the things that we think we’re doing a better job at.

Ryan Morel: Okay. From an app marketing perspective, hopefully everyone took your advice from a couple of segments ago saying they released the ability for you to build scale. Hopefully, people did that. So what else should people be doing now that the iPhones have been released?

Robi Ganguly: Well, I don’t know that there’s much that you really need to actively do. I think one of the things that you should be thinking about is likely the possibility that Samsung marketshare might be shifting. I do think that there’s a high likelihood of people who were buying Samsung devices because of their size will look at the iPhone 6 Plus and say, “Yup, that’s what I’ve been dying for, that big screen.”

Ian Sefferman: The question I have about that is the price. It is an expensive phone. I got lucky in that I’ve been with Verizon for a while and so I’m not actually paying anything more than I was to get the phone. But I think it’s still, even as somebody who’s purchasing the phone, it feels like the price is super high and Samsung still has the on that.

Robi Ganguly: Actually, I take that back. If you’re a marketer, I think here’s what you should be thinking about. If you’re in the segment of apps that have been really targeting the iPad, you can go back and look at the iPhone marketplace and say the 6 Plus is probably going to get a lot of the capabilities and the utility that iOS was developing for on the iPad.

Ryan Monroe: Yeah, but does that now create, instead of a bifurcated market, a trifurcated market?

Robi Ganguly: Sometimes, I’m glad I’m not a publisher. This is one of those times. It’s going to be hard thinking about features, functionality, and how do you support iPhone 4s’, the 5, the 5s, the 6, the 6 Plus, the iPad mini, and the iPad, and all the decisions you make internally at the product management organization about what’s offered where. I don’t envy.

Ian Sefferman: What are you guys thinking about there?

Ryan Monroe: I have no idea. For me, it’s outside of the scope of shared responsibility, so my perspective is we’ll kind of wait and see. I was just going to ask you how would you start thinking about the segmentation of your audience amongst phones because I think between the 4, 4s, the 5, and 5s are probably not that much different, but between the 6 plus and everything else, there might be.

Ian Sefferman: Yeah.

Ryan Morel: So how would you start thinking about that?

Ian Sefferman: I think I’m a sort of ‘you sort of got to wait a little bit to understand the market.’ I would say I would start to collect how I would take advantage of that but then, wait and see what my usage actually looks like between those devices and figure out how to proceed from there. So I’d be in a slight holding pattern before I totally went three ways and spent a bunch of app development time to get a new version.

Ryan Morel: Okay. So you would use mobile app tracking, some targeted campaigns towards the 6 Plus, 6, and everybody else users?

Ian Sefferman: Sure, yeah, exactly.

Ryan Morel: That’s good. Okay, so predictions on how sales are going to get . . . Apple announced four million sales in the first day. I guess that’s a big number. No details between 6 and 6 Plus other than we know it’s hard for people to order in lots of places, the 6 Plus. Supply is very constrained. So just a quick prediction, over the next quarter-ish, is the 6 or 6 Plus going to sell more?

Ian Sefferman: The 6 is going to sell more. The 6 plus is going to sell less because of supply constraints.

Robi Ganguly: I look forward to new jean sales with big, big pockets.

Ryan Morel: You have to go front to back, Kris Kross days.

Robi Ganguly: You have the pockets up front. Awesome.

Ryan Morel: Okay, one last thing. In your view, how does this impact iPad sales or tablet sales in general which, as we all know, have been in decline as it is?

Ian Sefferman: Anecdotally, it takes away my need for a tablet completely.

Ryan Morel: Okay.

Robi Ganguly: Yeah, I think that’s right. I think that you start seeing the tablet market becoming less of the consumer audience and more of there are reasons to use them in businesses, in store fronts, things like that. But as a consumer, why don’t I just get the dual purpose and save the money?

Ian Sefferman: Which may be an interesting takeaway for marketers as well, which is six months from now, we might not look at a trifurcated market. It might still be bifurcated but it’s just in a different way than we thought.

Ryan Morel: Yeah, right. That’s a good point. Okay. Thanks very much for watching. Make sure to check out the other segments where we’re going to talk about Apple Pay and the Apple Watch. Make sure to like this video. Subscribe to our channel, and I already said check out the other segments, so thank you.

By Ryan Morel


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