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Marketing

Published April 6th 2011

iPhone 5: The Sony iPhone

Following the news of their CEO’s accidental disclosure, Sony have inadvertently stolen the iPhone 5 conversation from Apple.

The first murmurs about the revelation seem to have appeared on 9 to 5 Mac on April 1st, when Seth Weintraub posted a blog update live from Talking Tech with Sony and The Wall Street Journal, where CEO Sir Howard Stringer let the information slip. The WSJ then reported fairly undramatically on the event a few hours later, but it wasn’t long before tech sites picked up on the significance of the incident, including Mashable with the headline ‘Sony CEO Accidentally Reveals Secret Details About iPhone 5’.


Mentions of the iPhone 5 after Sony information leak

As the news swept around the web, tweets mentioning the iPhone 5 surged from 800 on April 1st to 2700 on April 2nd and, over the four days after the news first broke, Twitter mentions of the iPhone 5 totalled just under 7500.

Was the spike actually caused by the information leak?

The next generation of the iPhone is always amongst the most keenly speculated topics on Twitter and sudden surges in conversation levels are not at all uncommon – all good news for building pre-release publicity. On this occasion however, considering Apple would probably like to think they own the iPhone, a look at the top recurring phrases in these mentions might niggle them a little.

Top terms used around the iPhone 5

The most common term found in the 7500 mentions was ‘Sony’- with just under half (49.2%) of the tweets mentioning the company alongside the iPhone 5. Poor old ‘Apple’ only got a mention in a quarter (24.3%) of the tweets.

Does it really matter to Apple?

Okay, it’s not likely that throngs of people will suddenly be heading to the shops demanding ‘Sony iPhones’, or that the leak matters enough to Apple for them to sever the partnership with Sony. But, still, you imagine Steve Jobs would probably prefer firstly, that this kind of incident didn’t happen at all, and secondly, that it didn’t cause a potentially rival brand to hoard so much of the iPhone conversation.

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