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Apple’s iPhone launch event interest doubles on social media this year

After much wait, Apple launched its new iPhone 6s and iPhone 6s Plus at its event in San Francisco on September 9. Just like every year, the event generated a lot of conversation on social media.

The new iPhones introduce 3D Touch, which senses force to enable intuitive new ways to access features and interact with content. iPhone 6s and iPhone 6s Plus feature Retina HD displays made from the strongest glass on any smartphone and 7000 series aluminum, the same alloy used in the aerospace industry, in metallic finishes that now include rose gold.

On September 9, 2014 there were 919K Apple related Tweets during the three hours around last year’s product announcements. This year on September 9, 2015 during the corresponding three hour period there have been 1,978K Tweets around Apple; meaning real-time interest around the announcement has increased more than two times year-over-year.

There were 1,648,746 Tweets around Apple during their event, meaning between 1pm – 3:20pm Eastern Time. That includes 711,594 Tweets mentioning Apple; 293,013 Tweets around the hashtag #AppleEvent; 173,187 Tweets around the iPhone; 170,307 Tweets around the iPad, and 57,852 Tweets around the just announced iPad Pro, data from Amobee highlighted.

About 71 per cent tweets during the Apple event were neutral, 19 per cent were positive and 10 per cent were negative. This meant there were 87 per cent more Positive than Negative Tweets around Apple during the event.

There were 82,226 Tweets around either iPad Pro or the hashtag #iPadPro between 1pm – 3:20pm Eastern Time. Twitter sentiment around the new, larger tablet was 23 per cent positive, 68 per cent neutral, and 9 per cent negative.

There were 3,652 iPad Pro Tweets that mentioned Microsoft during the time period, as the company showed off Microsoft Office on the device; 2,578 iPad Pro related Tweets that mentioned Stylus and 2,138 iPad Pro related Tweets around Apple Pencil, the name of the new Stylus for the device.

There were 39,483 Tweets around either Apple TV or the hashtag #AppleTV between 1pm – 3:20pm Eastern Time with Twitter sentiment being 17 per cent Positive, 74 per cent Neutral, and 9 per cent Negative; indicated the real time reaction the long awaited product reboot was positive, but still generating substantially less interest than the iPads and iPhone lines.

Around the 173,187 Tweets mentioning the iPhone, 3D Touch, 4K video, and the Rose Gold iPhone option were the features brought up the most often. Between 1pm – 3:20pm Eastern Time; there were 7,207 iPhone Tweets than mentioned 3D Touch, 3,353 Tweets around 4K, and 3,212 iPhone Tweets that mentioned Rose Gold iPhone in the same time period.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.