Progression of Sentiment Around Apple Product Announcements

  • Pre-event rumors: “That thing sounds neat, but kinda boring and pretty obvious. I would never buy one.”

  • Apple announces New Product: “Sure enough, it’s just what we thought it would be. Boring. Apple is losing it.”

  • Initial reviews: “Trust me, you guys. This thing is fantastic.”

  • Public availability: “Yeah, so I bought one and holy smokes! This is best Apple product ever!”