The iPhone 8 tops the 2017 MMNPL survey

The 2017 Memorable New Product Launch (MMNPL) survey, conducted by Schneider Associates and Sentient Decision Science, ranked the top 10 product launches consumers recognize as most memorable. Topping the list is the iPhone 8. Yep, the 8, not the 10.

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The highest ranked products of the 2017 MMNPL survey are the iPhone 8 (#1), Samsung Galaxy Note 8 (#2), Nintendo Switch (#3), Starbucks Unicorn Frappuccino (#4), Google Home (#5) Dominos Bread Twists (#6), Google Pixel (#7), Taco Bell Double Stacked Tacos (#8) Taco Bell Naked Chicken Chalupa (#9) and Microsoft Surface Laptop (#10).

This year’s results also indicate:

  • Consumers are about twice as likely to recall either generically “a new iPhone” or assign an incorrect model number, than they are to recall the correct iPhone 8 as the new product launched this year.
  • The proportion of consumers recalling the iPhone 8 (11%) was much smaller relative to the number who could recall the launch of the iPhone 7 last year. (about 32% among those in 2016 who could recall any new product launches).
  • Personal electronics products dominated the top 10 list for the second year in a row.