Microsoft Catches Up To Apple In Positive Brand Mindshare

Posted: Oct 26 2015, 6:05am CDT | by , Updated: Oct 26 2015, 6:52am CDT, in News | Latest Business News


Microsoft Catches Up to Apple in Positive Brand Mindshare
Photo Credit: Getty Images

A new analyst report from Argus Insights looks at the major consumer electronics brands and how consumers think about them.

Microsoft is doing a lot of things right, lately. Satya Nadella is good for Microsoft. Today is a big day for Microsoft. The first Microsoft flagship store opens in New York. The company also releases, today, the Surface Book, Surface Pro 4 and the highly anticipated Halo 5: Guardians. 

A new consumer brand study has just the perfect results for Microsoft's big day today. Argus Insights releases a report titled "Battle of the Brands: September 2015 -Making Sense of the Mad Dash for Mindshare" today. The analysts looked at the feedback of over 942,000 consumer reviews from January to September, 2015 to find out which of the major consumer electronic brands delight the most.

Apple Delight

Microsoft’s delight measure has been growing over the last 9 months and is now a strong number two, only behind Apple. Apple continues to delight consumers more than the other brands due to their focus on an integrated user experience.

Google, Samsung and Amazon are failing to delight consumers despite the strong positioning of their service offerings according to the report. Microsoft appears to be able to challenge Apple’s hold across markets with increasingly impactful Smartphones, Fitness Band, and Surface Tablets. 

“Apple has created a Walled Garden with its all-star mix of hardware and software.  But over the past year we have watched Microsoft’s success in devices poking holes in Apple's walls with their tablet and wearables offerings, “ says John Feland, CEO, Argus Insights. “Unlike Google and Amazon, which offer inexpensive hardware offerings meant to entice more consumers to visit their gardens more often, Microsoft has focused on crafting new experiences built on solid hardware that is delighting consumers. Samsung, without a strong content play, is just leasing space in the gardens of other brands.”

Consumers are not as pleased with the products that Google, Amazon and Samsung offer. Amazon's Echo gets consumer love, but their Fire TV streaming solutions are not that positively seen. We have already been surprised why the Amazon Echo ranks #3 in the best seller list of Electronics. Now it is clear. Consumers love the device that answers all kinds of questions and requests.

Consumers are happy with Samsung's tablets and phones, but report frustrations with Samsung Smart Home devices.

The new consumer electronics brand report is available here.

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The Author

<a href="/latest_stories/all/all/2" rel="author">Luigi Lugmayr</a>
Luigi Lugmayr () is the founding chief Editor of I4U News and brings over 15 years experience in the technology field to the ever evolving and exciting world of gadgets. He started I4U News back in 2000 and evolved it into vibrant technology magazine.
Luigi can be contacted directly at




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