chap - 8 Segmenting and Targeting Markets

    Apple is more than just a brand, its a lifestyle, part of growing culture of consumers who are artist, musicians, writers, photographers, and most of all innovators. The firm has positioned itself as a high end brand that offers beautiful hardware designs and also an amazing user experience. Apple targets a market that consist of people from their teens to their 40's.

    The most consistent marketing strategy used by apple  has been psychographic segmentation, which appeals to a persons personality, interest, moods, and social life as well as show off the possible convinience an Apple product can have on someones life. For example Apples Ipod commercials have transformed into a mini party for the consumer. Apple tries to entertain you while presenting it's new music player by showing off the products colorful color wave as well as playing uptempo music and showing teens dancing or have the actual ipod move itself. This typicaly consisting of a young adults lifestyle.