Apple tops list of most 'intimate' brands among millennials

You know why feel intimate with our iPhones? Because they force us to feed it every night with electricity, because we need to constantly check that the battery is still full. Because we have to "care" for it so it does not die on us. 

sflagel said:

You know why feel intimate with our iPhones? Because they force us to feed it every night with electricity, because we need to constantly check that the battery is still full. Because we have to "care" for it so it does not die on us. 

Saying that the ^ ^ ^ statement is a gross misunderstanding of how customer-product psychology works, would be a huge understatement. It reminds me of an average 20 year old discussing social issues. Plain, simple....and dead wrong.
While that opinion might be sarcastic, companies like Samsung listen to such opinions, taking them as real and true. They even tried to increase battery size beyond the capability of the tech, shooting themselves in the foot in the process, while still not making their products more appealing. And that is top tier devices we are talking about.

If they had asked me I would have replied "What the @&%!!## do you mean by 'intimate'". "The data is based on emotional reactions, analyzing "the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and U.A.E." So then it's meaningless. They asked some vague questions and then distill the answers to come up with some digested pablum. Then put out a "report" to get web hits.

DAalseth said:

If they had asked me I would have replied "What the @&%!!## do you mean by 'intimate'". "The data is based on emotional reactions, analyzing "the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and U.A.E." So then it's meaningless. They asked some vague questions and then distill the answers to come up with some digested pablum. Then put out a "report" to get web hits.

From the linked press release: "Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand."

I'd be willing to bet that the respondents to the survey never saw or heard the word "intimacy" in any of the questions.

Since Mr. Cook doesn't like the term "wearables," maybe they should refer to Watch as "ultimately intimate," "simply unmentionable," or, maybe, "bearables."