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‘Apple is done’ and Surface tablet is cool, according to teens

Published Jan 10th, 2013 9:50AM EST
iPhone Surface Teen Survey

Apple’s (AAPL) staggering success over the past few years can be attributed to the combination of several key factors. Great leadership is one, great products is another. Apple’s deep pockets and monstrous marketing budget have played an equal role in the company’s success but according to a new report, Apple may be losing its grip on an important demographic.

Among teens, Apple is no longer cool. The news comes from the Buzz Marketing Group, an agency that specializes in youth marketing.

Popularity is always a double-edged sword with teenagers and according to the sentiment observed by Buzz, Apple is now too popular to be popular. Replacing iPhones and iPads as the object of teens’ desire is Microsoft’s (MSFT) Surface tablet and Galaxy smartphones from Samsung (005930).

“Teens are telling us Apple is done,” Buzz Marketing Group’s Tina Wells told Forbes. “Apple has done a great job of embracing Gen X and older [Millennials], but I don’t think they are connecting with Millennial kids. [They’re] all about Surface tablets/laptops and Galaxy.”

If the firm is indeed onto something, a negative trend in sentiment among teens could have a negative impact on Apple’s business in the short-term, but even more so in the long-term as today’s teens age and enter key buying demographics.[bgr-post-bug]

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content.

Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment. His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.