Apple attracts Baby Boomers with cutting-edge wellness features

Apple ranked 1st in our latest AdAge-Harris Poll Baby Boomer brand tracker. This quarterly index uses data from QuestBrand by The Harris Poll to rank the top 20 brands by brand equity growth among Baby Boomers.

Apple has set a standard for customer-centric technology since its creation in 1976. Over the years, Apple has unveiled various products – from personal computers to listening devices – all to “serve the public good,” according to CEO Tim Cook. 

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. 

Apple demonstrated its dedication to users with history-making wellness features and improved product navigation, and consumers are responding — particularly Baby Boomers who value personal health data and practical product features.

Wearable wellness

After launching the Apple Health app in 2014, the multinational tech company expanded its product capabilities to empower customers to monitor their wellness and make informed health decisions. With the introduction of the Apple Watch shortly after, in 2015, Apple continued its path toward smarter and more accessible digital healthcare.

Apple Intelligence, sleep apnea notifications, camera control, and a first-of-its-kind software-based hearing aid are some of the latest features that can be found in Apple’s latest devices.

According to QuestBrand sales conversion funnel data, during these device launches, there was an uptick in Baby Boomers who report using (+19.5) Apple products. A sales conversion funnel tracks potential customers through the purchase journey, from a consumer’s initial brand awareness to their decision to purchase and recommend the brand to others. Additionally, brand trial (+10.8), recommendation (+10.7), and familiarity (+9.4) rose among Baby Boomers during Q3. 

Apple Sales Conversion Funnel Q2 vs. Q3

QuestBrand. Base: US Baby Boomer Adults, ages. Pre: 4/1/24-6/30/24, n=345. Post: 7/1/24-9/30/14, n=370.

This positive rise in conversion measures could be attributed to Baby Boomers’ value for practical device navigation and mobile health monitoring. While Baby Boomers are more at risk for certain health conditions, Apple provides peace of mind for older consumers through enhanced health features, such as a hearing test, vitals app, and mindful minutes for journaling.

While being sold on Apple’s current advancements, Baby Boomers also expressed high hopes for the future of Apple products and services with a rise in brand momentum (+16.5). Momentum is a component of brand equity, which measures the value consumers see in a brand during a specific time.

Apple’s Positive Brand Momentum Among Baby Boomers Q2 and Q3 2024 – 12 Week Trended Average

QuestBrand. 4/1/23-9/30/24. Base: US Adults, n=2,657. Base: US Baby Boomer Adults, n=714.

In addition to Baby Boomers being attracted to Apple’s new products, this uptick in brand momentum could also be attributed to Apple’s stock performance, as more Baby Boomers may be investing in the company. Apple’s stock neared a record high in October following the iPhone 16 launch in September, which is a promising look for both the company and its stakeholders.

Expanding the Apple ecosystem

While Baby Boomers share positive hopes for Apple’s future, their loyalty to the brand is also strong. 

Apple’s irreplaceability score, which measures how much consumers would miss a brand if it disappeared, rose among the general population of US adults, but was outpaced by Baby Boomers’ growth during Q3. 

Apple’s Irreplaceability Among Baby Boomers Q2 vs. Q3 2024 – 12 Week Trended Average

QuestBrand. 4/1/24-9/30/24. Base: US Adults, n=2,657. Base: US Baby Boomer Adults, n=714.

By investing in its users and upholding a strong foundation of company values, Apple has leveraged its technology to appeal to appeal to Baby Boomers.

Jeff Williams, Apple’s chief operating officer, said that Apple’s “vision for the future is to continue to create science-based technology that equips people with even more information and acts as an intelligent guardian for their health, so they’re no longer passengers on their own health journey…we want people to be firmly in the driver’s seat with meaningful, actionable insights.”

Empowering and informing people with new health features is taking Apple’s brand equity to new heights, especially among Baby Boomers. With new products on the horizon, it will be interesting to see if Apple will pioneer more digital health tools to connect and serve the public.