One of the world’s most iconic companies has surged in popularity with baby boomers.
The maker of the iPhone, Apple Watch and similar products finished atop the latest quarterly AdAge-Harris Poll baby boomer brand tracker index.
The index measures the growth of a company’s brand equity, which indicates the value that shoppers see in a brand at any given point in time.
Between the second quarter and third quarter of 2024, Apple’s brand equity jumped by 14.5 percentage points among baby boomers, defined as the generation of those ages 59 to 77.
The top five brands among boomers in the third quarter — and their increase in brand equity from the second quarter — are:
- Apple — 14.5 percentage points
- Shutterfly — 8.2 percentage points
- The Wall Street Journal — 8.2 percentage points
- Mattress Firm — 7.7 percentage points
- Hyatt— 7.5 percentage points
What accounts for Apple’s sudden rise in the eyes of boomers? According to The Harris Poll:
“During Q3 this year, Apple’s user experience design was updated to include health and accessibility tools in new products. The iPhone 16, iPhone 16 Pro, WatchOS11 and an upgraded AirPod lineup delivered detailed health data, product navigation features, and the first end-to-end hearing health experience.”
The Harris Poll says these “history-making wellness features” and upgraded product navigation have grabbed the attention of baby boomers, “who value personal health data and practical product features.”
Health features that now can be found in Apple products include sleep-apnea notifications and a software-based hearing aid.
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