The iPhone launch generated a lot of buzz, but fell far short of the record held by the Nintendo Wii, which launched in November 2006 and generated more than twice the online discussion for the month following its launch than the iPhone.

According to an evaluation of the launch of Apple’s iPhone, there was a strong increase in consumer buzz for July, following the frenzy of the pre-launch hype. This online discussion increased in the month that followed, despite a 27 per cent decline in mainstream media coverage for July (broadcast, print and online news stories), according to media and market research firm Biz360.

The research showed that the most dominant iPhone discussion in blogs and mainstream media was the activation problem through Apple's mobile service provider, AT&T. This issue accounted for 8.3 per cent of all blog posts mentioning the iPhone for the week of June 25, 2007.