Apple Inc. v. Samsung Electronics Co. Ltd. et al

Filing 88

Declaration of Jason Bartlett in Support of #86 MOTION for Preliminary Injunction filed byApple Inc.. (Attachments: #1 Exhibit 1, #2 Exhibit 2, #3 Exhibit 3, #4 Exhibit 4, #5 Exhibit 5, #6 Exhibit 6, #7 Exhibit 7, #8 Exhibit 8, #9 Exhibit 9, #10 Exhibit 10, #11 Exhibit 11, #12 Exhibit 12, #13 Exhibit 13, #14 Exhibit 14, #15 Exhibit 15, #16 Exhibit 16, #17 Exhibit 17, #18 Exhibit 18, #19 Exhibit 19, #20 Exhibit 20, #21 Errata 21, #22 Exhibit 22, #23 Exhibit 23, #24 Exhibit 24, #25 Exhibit 25, #26 Exhibit 26, #27 Exhibit 27, #28 Exhibit 28, #29 Exhibit 29, #30 Exhibit 30, #31 Exhibit 31, #32 Exhibit 32, #33 Exhibit 33, #34 Exhibit 34, #35 Exhibit 35, #36 Exhibit 36, #37 Exhibit 37, #38 Exhibit 38, #39 Exhibit 39, #40 Exhibit 40, #41 Exhibit 41, #42 Exhibit 42, #43 Exhibit 43, #44 Errata 44, #45 Exhibit 45, #46 Exhibit 46, #47 Exhibit 47)(Related document(s) #86 ) (Bartlett, Jason) (Filed on 7/1/2011)

Exhibit 7

Bloggers dialed in to new iPhone - The Hollywood Reporter

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Bloggers dialed in to new iPhone
8:00 AM 7/2/2007 by Alex Woodson, AP

Staggered announcements help drive traffic to Apple's Web site
Apple was the recipient of an "unprecedented wave" of online hype leading up to Friday's
launch of its iPhone, according to a new research report from Nielsen BuzzMetrics.
The number of blog posts or "buzz" surrounding the iPhone, first announced Jan. 9 by Apple
Inc. CEO Steve Jobs, has been higher than conversations about Super Bowl commercials, "The
Sopranos" finale on HBO and other tech announcements about Microsoft's Zune and Vista
and Nintendo's Wii.
The chatter has led to a 14% increase in links to Apple's Web site in mid-June compared with
January, and AT&T — the only cell phone carrier to offer plans with the iPhone — also has
seen a 25% increase in links in that period, according to BuzzMetrics.
Traffic to Apple's Web site also has seen a spike, with more than 1.8 million visitors logging on
to the iPhone page in January, according to Nielsen//NetRatings. Nearly 1 million visitors
were on the iPhone page in February and March, dipping to 637,000 visitors in April and back
up to more than 700,000 in May in anticipation of the phone's June release.
A big reason for this, according to John Latona, vp client services and consumer technology at
BuzzMetrics, is Apple's approach in staggering the announcements about different features on
the phone and making its Web site user-friendly to the online community craving iPhone
updates.
"Apple has done an amazing job building that hype," said Latona, who added that the official
iPhone page is the most-linked site within the iPhone discussions.
Latona called tech-minded blog Engadget "the nexus of the buzz in the online space." Through
June 15, the site averaged 1,129 inbound links per week about the iPhone and 4,841 per
month.
Fifteen percent of online conversations about the iPhone from January-June 15 were negative,
though, and reflected concerns about the lack of a keyboard, pricing, battery life and AT&T
being the only carrier for the phone.
The majority of buzz, however, was neutral or mixed, meaning Apple and the bloggers can still
sway the minds of consumers.
Nielsen BuzzMetrics and Nielsen//NetRatings are owned by the Nielsen Co., parent company
of The Hollywood Reporter.

http://www.hollywoodreporter.com/news/bloggers
-dialed-new-iphone-141442

6/30/2011