The balance between attracting users and generating revenue

BeReal wants brands

BeReal, the social media app focussed on authenticity, is expanding its concept to include brands and celebrities. From 6 February, they can register under the names "RealBrands" and "RealPeople" and share real, unposed moments with their followers. The app, which reaches 23 million users every day, aims to build a bridge between the realities of users' lives and public figures.
  
  
  
Apple wants partners

Apple's marketing for the Apple Vision Pro faces challenges. Unlike other Apple products such as the iPhone or Apple Watch, which appeal to clear target groups, the Vision Pro lacks a specific application domain or target group. Apple has tried various marketing approaches, including product demonstrations and adverts, but these do not convey a clear message about the benefits of the headset.

Alexa costs

Amazon is planning to introduce a subscription for the use of its voice assistant Alexa. Although Alexa is used by over 75 million people, the service is not considered financially successful. The new version "Alexa Plus", which is due to launch on 30 June, uses AI to provide better answers than before.
  
  
  
TikTok is stagnating

TikTok recorded a slowdown in user growth to 3% per quarter in 2023, a significant decline from 12% in the previous year. The launch of the TikTok Shop in the US is seen as the cause of user complaints and the decline. The TikTok Shop seller app grew by 230%, but TikTok's user base of 1.4 billion remains unaffected. Instagram could benefit from TikTok's user dissatisfaction after reducing its own e-commerce features.

Samsung weakens

In 2023, Apple led the smartphone market for the first time, despite a decline of 3.2% to 1.17 billion devices. Despite initial market difficulties, the sector later recovered, with 8.5% growth in the fourth quarter. Apple's growth, fuelled by demand for premium devices, sets it apart from other top manufacturers. Huawei is gaining ground in China, while brands such as OnePlus and Google are competing in the more affordable segment.