Rumor or Fallacy?

by Aaron Kirchner-Loeser
Aurnhammer Marketing Coordinator

Between June 2nd and 6th, developers from around the world will converge on San Francisco to attend Apple’s Worldwide Developers Conference. Although rumors leading up to the conference in the past have sometimes been true, such as the unveiling of iOS 7 at WWDC 2013, many rumors did not come to fruition.

With the upcoming conference in just a few days, there have been a slew of enticing rumors about new devices and technologies that Apple may unveil, ranging from introduction of iHome to the presentation of the iPhone 6. Since Apple is remaining close-lipped, everything is speculation and we look forward to seeing which rumors are true and which rumors are not.

IPHONE 6: The iPhone 6 is one device that techies and users think will be introduced at the conference. As the iPhone 5’s screen is significantly larger than the iPhone 4, the iPhone 6’s screen is expected to grow. According to MacRumors, the iPhone 6’s retina display could potentially be anywhere between 4.7 and 5.5 inches, which would level the playing field between the size of the iPhone’s screen and that of Android devices like Samsung’s Galaxy and the Nexus. Also, there are rumors that the iPhone 6’s screen will move from Corning Gorilla Glass to sapphire crystal, which is already used in small parts of the iPhone 5 such as the camera lens. This is what the rumored iPhone 6 may look like:

IOS 8: As iOS7 was speculated to be presented at WWDC 2013 and it was, insiders believe that iOS 8 will be introduced at WWDC14. Although the physical and aesthetic appearance of iOS 7 will not change, several new features are expected to be added, including split-screen apps, which will help users multitask, and an Apple Maps update, which will improve not only navigation by adding public transportation directions and more detailed streets, but also connectivity in an age of globalization.

IHOME: Another rumor that has been circulating leading up to WWDC 2014 is that iHome will be introduced. A smart home platform that will run on BLE and possibly NFC (near field communication), iHome would allow users to control the most basic functions of their home from the palm of their hand. This could be anything from opening the garage door when one pulls in from work to cranking up the heat in the winter to turning up the volume on the speakers at a 4th of July party.

APPLE TV: To the dismay of many hopeful onlookers, it doesn’t seem like Apple TV will be one of the keynote presentations at WWDC 2014. In fact, John Paczkowski of Re/Code claims that there will absolutely be no Apple TV at the conference.

With the conference less than a week away, these rumored technological unveilings will not only spark heated and productive dialogue, but also potentially change our lives for the better. Stay tuned for a follow-up WWDC 2014 blog post next week to see which rumors actually become reality!

Additional Rumored Products

-       iOS 8
-       OS X 10.10
-       iTunes radio and Healtbook
-       Updated MacBook air, updated MacBook Pro, and updated iMac
-       New Mac mini
-       IPad mini 3

College is a time for luxurious living and trendy gadgets

 

by Tim Aaron
Aurnhammer Philosopher and Social Media Strategist

For many students across the US, college is a time for luxurious living. From days spent reliving the riveting rhapsodies of Homer to nights spent indulging the mind in focused, philosophical thought, college students live and breathe their first breaths of autonomous freedom and independence, many, even, on their parents’ dime. Inhabiting enlightening havens of liberty and premier instruction, many students delight in an additional luxury as well, namely, that of the luxurious mobile device. And with the number of college students that own smart mobile devices increasing daily, more and more are acclimating to a lifestyle of diverted device decadence. So, what does this mean for business?

Mobile devices, such as the iPhone, are platforms through which enterprises can engage prospective and already-established consumer bases.

If such enterprises were able to calculate the percentage of college students that own and operate such devices, they would be able calculate the potential reach of a marketing initiative targeting the college student demographic.

Since there has been little to no research done with regard to the percentage of college students that own iPhones, and since both college and iPhone demographics are often prudent populations to target, I took some numbers that have been researched and reported in the past and built upon them in a way that led to an approximation of the percentage of college students that own iPhone devices. Here is the logic behind my findings:

Number Crunch:

In 2012, 16% of iPhone users in the US were of college age, 18-22 years old.[1]

In 2012 there were 30+ million iPhone users in the US.[2][3]

Using these numbers to calculate the number of iPhone users in the US, ages 18-22: 30 million multiplied by .16 equals 4.8 million iPhone users, ages 18-22, in the US.

In the 2010 US census, there were approximately 20 million 16-20 year olds, resulting in approximately 20 million 18-22 year olds 2 years later, in 2012.[4]

Using the numbers we have accumulated to calculate an approximation of the percentage of iPhone users aged 18-22: 4.8 million (the number of iPhone users ages 18-22) divided by 20 million (the number of 18-22 year olds total) equals 0.24 or 24%, ie. the percentage of 18-22 year olds that own iPhones.

Conclusion:

So, approximately 24% of 18-22 year olds in the US own iPhones, as of mid to late 2012. But is 24% a conservative or overzealous estimation for the percentage of US college students that own iPhones?

In our calculations, we used 30 million as the number of iPhone users in the US in 2012, which was a very conservative estimation. Since there are more than 30 million US iPhone users currently, and since 16% (the number iPhone users in the US that are 18-22 years old) of a number greater than 30 million results in more than 4.8 million 18-22 year old iPhone users in the US, the conclusion that 24% of 18-22 year olds own iPhones is a low approximation. Moreover, college students tend to come from more affluent families than those in their age group who are not matriculating. Therefore, it is fair to say that the percentage of US college students that own iPhones is likely to be significantly greater than the percentage of US 18-22 year olds in general that own iPhones.

A precise statistic on the percentage of college students that own iPhones would be ideal insight for advertising and marketing professionals seeking to engage the college student demographic. But for now, it is safe to say that significantly more than 24% of US college students own and operate iPhone devices.