The fruit themed purveyor of expensive toys to the ignorant, Apple, is having image problems. According to a recent survey, real men do not buy iPhones.
A new study into the changing role of men and buying habits discovers that Microsoft resonates more strongly with men of all ages than any other brand.
The study by consumer insights company Annalect, published this week, polled the opinions of over 1,500 US adults (751 men and 758 women) across three age categories: 18-32, 33-49 and 50+.
When asked to pick their favourite brands from a list, only 33-to-49-year-old men did not make Microsoft their top pick. Microsoft was second behind Nike, but Microsoft always beat Apple.
Apple was the third most popular brand among participants aged 49 or under and fifth most popular for those aged 50+, not just behind Microsoft, but behind Levi's, Coca-Cola and McDonald's too. In other worlds a real man would wear skinny jeans, drink coke, and tuck into a McDonalds before they were seen holding an iPhone.
Real men also define the technology in the house. When it came to buying a computer, 61 percent of men said that they were the sole decision maker when it came to picking what to buy. Only two percent of men said that they were not involved in any way in the decision-making process. The survey did not say if that two percent had a white iPhone.
However, when it came to making home improvement purchases, 63 percent of men said that the decision was shared and 11 percent had no say, while in the area of home appliances, only 36 percent of men claimed to be the sole decision maker; 54 percent said that purchases were chosen together.