Boy Genius Report posts on a story from Forbes which asks, “Is Apple’s iPhone no longer cool to teens?” Let’s ignore Betteridge’s law for now and explore where Forbes got its information. Was it a study of 10,000 teenagers, appropriately sampled across variables like economic standing, race, geographic location and so on?
No. BGR’s declarative headline “Apple is done, Surface tablets are cool, according to teens” is based on three sentences from Tina Wells of the youth marketing agency Buzz Marketing Group:
“Teens are telling us Apple is done. 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.”
That’s it. How many teens are telling you that? Twelve thousand? Nine? How are you asking? A statistically valid survey? Casual conversation over dinner? Also, you don’t think Apple is connecting with kids? Do you just think, or do you have data to demonstrate that? Did you take a representative sample of American teens or talk with six kids at The Gap? Do kids even shop at The Gap anymore? Their clothes are kind of boring now. I went in there last week and there weren’t many kids around.
The Gap is doomed.