NEW YORK –The new Apple Card has garnered significant attention since its announcement and launch, including from credit unions and other issuers watching its acceptance and potential market penetration. But what is being said about it on social media?
According to one analysis, since March 25 there have been 368,000 mentions in social media, generating 2.1 million engagements (likes, comments, shares), according to data compiled by social media analytics firm Talkwalker.
Talkwalker reported that in the time leading up to launch of the card and then shortly after in August, sentiment for the card was 11% positive and 20% negative. However, sentiment actually spiked at 51% positive shortly after the announcement, “but as details have trickled out, it seems that people are losing their enthusiasm,” Talkwalker reported.
Looking deeper at the sentiment graph, Talkwalker reported the largest shift in sentiment occurred around the June 17 mark, from +38.8% positive on June 3 down to -54.6% negative by June 17th. In that time Apple had its WWDC (developer's conference) where more details came out about the card, as well as Apple's new products for the year, the company said.
“Overall, it seems that people appear to be underwhelmed by the lack of new products,” Talkwalker said in its analysis. “Apple also got hit with a double-whammy at that time, as Facebook announced its' Libra crypto-currency, which wasn't well timed with Apple's statement that crypto purchases are prohibited on the card. While not related, social media posters tended to mention both products together.”
‘Cleaning’ Directions Are Mocked
For the previous six months, sentiment is trending downwards. Most recently this is due to Apple's statement that the card should not come in contact with denim or leather as it will “discolor,” the card, the company said. As CUToday.info reported here, Apple recently published directions for the proper care and cleaning of its physical titanium card.
Two of the most engaging tweets since the card was announced in March happen to mock this discoloration announcement. They are both from comedian Chris D'elia and generated 22,800 engagements and reached 1.8 million accounts, Talkwalker said. Those tweets can be found here and here.
Overall of those posting about the Apple Card, the gender split is 71% male, 29% female with Millennials making up nearly half the conversation at 48%, Talkwalker said.