You know a brand is doing something right when people go a little crazy for its products even before they’ve been announced. A new survey out from 451 Research/ChangeWave on consumer smartphone sentiment found that Apple’s iPhone 5 — whatever that may turn out to be — is seeing an “unprecedented” wave of advance demand — higher than any other iPhone model has had before, with 14 percent of respondents saying they were “very likely” to buy the iPhone 5. In contrast, the S3, got a 2 percent “very likely” response. The news comes one day after Samsung noted it has passed 10 million in Galaxy S3 devices in the two months since launch in other markets.
Apple is likely to launch a new smartphone later this year, predict the 451/ChangeWave researchers, and that will put it in a perfect position to take advantage of what they believe will be a high-water mark for smartphone purchases. Samsung will also reap some benefits, it notes, although that will be proportionate to less strong demand for its brand. The rest of the competitive lineup may not fare so well.
“Overall smartphone sales should spike to an all-time high this fall, and of course Apple is going to be the number one beneficiary,” notes Dr. Paul Carton, 451 / ChangeWave’s VP of Research. “But besides Apple, and to a lesser degree Samsung, no other manufacturer is likely to benefit from this coming wave of demand.”
Among those other results, overall demand for Nokia is now at 2 percent, up one point from March. Demand for Motorola is now at 4 percent overall, down two percentage points since March. And HTC and RIM were unchanged, respectively at 3 percent and 2 percent — an “all-time low” for RIM.