The Launch of iPhone 7 and 7 Plus: A Netnography Analysis

The assignment discusses the launch of iPhone 7 and 7 Plus using the netnography approach by Robert V. Kozinets, which involves research planning, entrée, data collection, interpretation, ensuring ethical standards, and research representation. The analysis reveals that despite some negative reviews, customers still prefer the phone due to its innovative features and brand image. Apple's innovative techniques, such as wireless earphones, were seen as enhancing the product's quality and appeal. The study also highlights the importance of innovation in the iPhone brand, with many consumers associating it with high-quality products that offer advanced and revolutionary thinking.

Launch of iPhone 7 and 7 Plus
Launch of iPhone 7 and 7 Plus
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Launch of iPhone 7 and 7 Plus
Launch of iPhone 7 and 7 Plus
This paper deals with the launch of iPhone 7 and evaluated using the netnograhpic approach
given by Robert V. Kozinets. The discussion is performed as per the phases of netnography. The
phases of netnography are mentioned as Research planning, Entrée, Data collection,
Interpretation, Ensuring ethical standards and Research representation.
The example chosen is the launch of iPhone 7 and 7 Plus in September 2017. Along with
searching about it online using engines like Technorati, Google, Twitter etc with various audio
visuals and visual on Youtube, Facebook, DeviantArt and Flickr etc. I also used Netbase’s
ConsumerBase for finding important data and realised the online social behaviour regarding its
launch. Using netnography for the launch of iPhone 7, I realised that it is still one of the best
preffered phone among the customers. However, the conversations were encountered were
various features were slammed by the customers. Multiple site have mentioned that the phone
was slammed by the customers due to the wireless earphones techniques etc. Whereas, Apple has
made it clear that wireless earphones techniques has made the phone lighter and thinner for the
users. A range of local and international blogs were studied and read like the AppAdvice,
MacWorld, Smoking Apples, Beautiful Pixels, AppShopper etc. were used for reviewing the
various features of the iPhone 7 and 7 Plus. These blogs are seen to be effective in reviewing the
features and application of the iPhone. These blogs depicted the craze among the customers for
buying the Apple products and various people reacted with the words like “best,” “pretty
awesome”, cannot wait” and “want” during its release and it was further encountered that the
margin of positive excitement towards its release outweighed the negative comments. Various
consumers were seen to support the brand even amidst various contradictions.

Launch of iPhone 7 and 7 Plus
Stephen Ebbett, director of the Protect Your Bubble (a gadget insurance
company) was further seen to support the product by stating that
"Regardless of your take on it, the latest iteration of Apple's ever-popular
iPhone is proof of how they're constantly looking to innovate in an
increasingly busy space."
People even posted on Twitter suggesting that the air pods, although adding
up to the cost of the product have indeed helped in enhancing the sound
quality of the product. From the analysis of various blogs and reviews, it was
suggested that people love the brand for its innovation as the company
cannot survive without innovating its product, thereby offering great
innovative technique to the customers. Therefore, the brand as repeatedly
being loved for and associated with its innovation. The product is seen as the
latest technology brining revolution in the marketplace. The blogs and sites
suggested that the product has widely been used by the youngsters due to
its brand image and it’s innovative and class looks whereas the business
uses it for its easy-to-use features. Therefore, on the basis of brief netnography, various
important opportunities and issues of iPhone 7 and 7 plus were discussed. The product was seen
to be
 Associated with innovation
 Linked with high class (due to high cost)
 Linked with easy-to-use features
 Seen as advanced and innovative
 Linked towards revolutionary thinking

Launch of iPhone 7 and 7 Plus
 A must device despite new features

Launch of iPhone 7 and 7 Plus
References
Chauhan, S. (2016). What Does the Voice of the Consumer Tell Us About the iPhone 7? -
NetBase. [online] NetBase. Available at: http://www.netbase.com/blog/voice-consumer-tell-us-
iphone-7/ [Accessed 10 Dec. 2016].
Mark Molloy, (2016). How the internet reacted to the iPhone 7 launch – the funniest tweets.
[online] The Telegraph. Available at: http://www.telegraph.co.uk/technology/2016/09/07/how-
the-internet-reacted-to-the-iphone-7-launch--the-funniest-tw/ [Accessed 10 Dec. 2016].
The Sun. (2016). Apple iPhone 7 haters hit out over controversial removal of headphone jack.
[online] Available at: https://www.thesun.co.uk/news/1749011/apple-iphone-7-haters-hit-out-
over-controversial-removal-of-headphone-jack-and-pricey-wireless-airpods/ [Accessed 10 Dec.
2016].
Balakrishnan, A. (2016). The iPhone 7 just hit stores. Here's what people are saying.. [online]
CNBC. Available at: http://www.cnbc.com/2016/09/16/the-iphone-7-went-on-sale-in-stores-
heres-what-people-are-saying.html [Accessed 10 Dec. 2016].