Member Exclusive

‘People are losing their enthusiasm’: The evolving consumer sentiment around Apple Card

  • Apple Card's social media sentiment has been negative from the beginning.
  • That changed in the period leading up to its launch.
close

Email a Friend

‘People are losing their enthusiasm’: The evolving consumer sentiment around Apple Card

Like most Apple products, Apple's Card saw fanfare build in the face of its public launch in August. Analysts are still debating how big Card has to be to become material to one of the largest companies in the world. It's worth looking at what's happening in the lull between the first cards shipping and the next quarterly earnings report where hopefully Apple will shine some light on Card's performance.

Since Apple Card was announced on March 25, there have been 368,000 mentions in social media, generating 2.1 million engagements, according to social media analytics firm, Talkwalker. Pretty impressive, but looking at how those mentions and engagements are trending tells a more complete story.

Sentiment for the card has been relatively negative (11 percent positive and 20 percent negative) leading up to and just after the launch. Sentiment actually spiked at 51 percent positive right after the announcement, but as more details have been revealed, sentiment appears to have dropped off.

Apple's statement that the card should not come in contact with denim or leather also contributed to the drop in sentiment. Comedian Chris D'elia's two tweets about the Card's potential for discoloration were two of the most popular tweets during the period, generating 22,800 engagements and reaching 1.8 million accounts.

https://twitter.com/chrisdelia/status/1164399120452186112
https://twitter.com/chrisdelia/status/1164400861562335232

In terms of emojis used in connection to discussions about Card, people are turning to Twitter to share whether their applications were approved or not. Many used imagery around those themes. There is a trend of people discouraging applying for Card -- these people use the emoji of money flying away to tell people that Apple Card will just get them further in debt.

0 comments on “‘People are losing their enthusiasm’: The evolving consumer sentiment around Apple Card”

Announcement, Member Exclusive

Welcome to the Tearsheet PRO Newsletter

  • We're excited to introduce our new member-only newsletter, featuring fresh and exclusive content from Tearsheet Editors Zack Miller and Iulia Ciutina.
  • Tearsheet PRO is designed to connect the dots, challenge conventional thinking, and keep your finger on the pulse of established and emerging trends. In your inbox every Wednesday.
Iulia Ciutina | February 02, 2023
10-Q, Member Exclusive

Weekly 10-Q: Check cashing fees are getting an overhaul from New York’s financial regulator

  • The New York State Department of Financial Services is putting into practice an updated check cashing regulation following the proposed regulation announced in June last year.
  • And, feeling the heat of the economic downturn, JPMorgan's board has decided that CEO Jamie Dimon will take home the same base pay in 2023 as he did last year -- with no special award or bonus.
Sara Khairi | January 31, 2023
Blockchain and Crypto, Member Exclusive

Bankchain Briefing: Banks onboard the blockchain train

  • The lawsuits and insults season is in full swing within the unregulated cryptocurrency space.
  • But cryptocurrency is just one facet of blockchain technology. Tearsheet asked experts for commentary on how traditional banks are experimenting with blockchains.
Lindi Miti | January 27, 2023
Green Finance, Member Exclusive

Green Finance Briefing: VCs are betting on climate tech amid a broader down market

  • Climate tech is accelerating at unprecedented pace, in contrast to the broader tech sector, with global VC funding reaching $70 billion in 2022.
  • This year, however, the growth rate of the climate tech sector is expected to moderate due to a challenging economic backdrop.
Iulia Ciutina | January 20, 2023
Member Exclusive, Payments

Payments Briefing: On Gen Z’s changing relationship with digital payments

  • This week, we talk about Gen Z’s changing preferences when it comes to sending and receiving money digitally.
  • We also discuss PayPal’s evolving BNPL strategy in a crowded market.
Ismail Umar | January 19, 2023
More Articles