iPhone X or iPhone 8: Emotional Reaction to Apple’s Newest Launch

This week, Tim Cook and other Apple heavyweights took the stage at this years Apple Event to announce the latest product offerings. Amongst, the new products were the highly anticipated iPhone 8 and iPhone X.

We used our emotion and customer experience analytics tool Emotics to uncover the key emotions and reactions behind the iPhone 8, X and the overall event.

Thousands of people tuned in to watch the live streamed event with the key emotion revealed as trust. Our analysis revealed mentions of the hashtag #AppleEvent had an Adorescore of 32, meaning that mentions were majorly positive with people expressing their excitement and anticipation for new releases and talking emojis. Relatively small levels of anger and disgust were spiked by the increase in price of all Apple products.

We analysed over 1,000 mentions of the newly announced iPhone 8 and iPhone X to uncover how people feel about the new releases and updated features. We can also reveal which one is driving the most Joy and Trust or Anger and Sadness amongst Apple fans.

iPhone X or iPhone 8?

The most eagerly awaited Apple announcement was the launch of the new iPhone. They revealed the launch of the iPhone 8 and 8 plus as an upgrade from the 7 and the completely new iPhone X.

New features

Iphone 8/Plus

  • Wireless Charging
  • Glass back and front
  • New and improved faster processor
  • 12 Megapixel f/1.8 camera

iPhone X (same new features of 8 but some extras)

  • High resolution OLED screen
  • Facial Recognition
  • Animojis (facial recognition animated emojis)

No improvements on battery life with Apple claiming the battery life will be “about the same” as the iPhone 7, so battery packs are still needed.


Our analysis shows that people are expressing highly positive emotions such as trust and joy when talking about both phones. The iPhone 8 came out on top with an Adorescore of 45, driven by high levels of trust, 34 and interest 26. The iPhone X followed closely behind with an Adorescore of 39, with a trust index of 32 and joy level of 25.

High trust levels were driven by mentions of the camera quality and new portrait mode on the iPhone X. The new portrait mode allows users to take higher quality selfies with more focused subjects and blurred background.


Sadness levels are driven by the hike in price. The iPhone 8 starts at $699 for 64GB version and $849 for the 256GB version and the iPhone X setting people back at least $999 for the 64GB version and $1,149 for the 256GB. The increase in price effects european prices are the same in dollars as they are in pounds and euros.


The glass on both the front and back of the iPhone is driving higher levels of anger with people now complaining about the increased risk of screen breakages now there are two to break.



Whilst there is some joy surrounding the new facial recognition security feature on the iPhone X many have taken to Twitter to express high levels of disgust claiming the new feature discriminates against muslim women who wear burkas and also people claiming that the feature reduces security.

Apple has faced opposition before on new launches. Including the introduction of the lightning cable charging port during the iPhone 5 launch in 2012 and the removal of the headphone/aux cable port in the iPhone 7. Brand Apple is unstoppable and has an extremely strong global brand community so there is little doubt that there will be a queue of techies camping outside their local Apple store come launch day.

If you would like more information on our analysis or Emotics please contact: marketing.team@adoreboard.com



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