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Apple Target Market Segmentation Analysis

Apple segments its customers based on geographic, demographic, behavioral, and psychographic factors. They target urban dwellers between 20-45 years old who are males, females, single, married, or with families located in the US and internationally. Their target customers are high earning professionals and managers who are either loyal customers or potential switchers. Apple aims to attract ambitious and determined individuals seeking sense of achievement through their products' speed, features, and self-expression capabilities.

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ahmed amirali
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464 views6 pages

Apple Target Market Segmentation Analysis

Apple segments its customers based on geographic, demographic, behavioral, and psychographic factors. They target urban dwellers between 20-45 years old who are males, females, single, married, or with families located in the US and internationally. Their target customers are high earning professionals and managers who are either loyal customers or potential switchers. Apple aims to attract ambitious and determined individuals seeking sense of achievement through their products' speed, features, and self-expression capabilities.

Uploaded by

ahmed amirali
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLSX, PDF, TXT or read online on Scribd

Apple segmentation, targeting and positioning is illustrated in table below.

Apple  target
Devices: iPhone, iPad, Mac, iPod
Type of segmentation Segmentation criteria

Region US and international


Geographic
Density Urban
Age 20 – 45
Gender Males & Females
Life-cycle stage Bachelor Stage

Newly Married Couples

Demographic Full Nest I

Full Nest II
Income High earners
Occupation Professionals, managers and
executives

Degree of loyalty ‘Hard core loyals’

‘Switchers’
Benefits sought Sense of achievement and
belonging

Self-expression
Behavioural

Speed of service, advanced


features and capabilities
Personality Determined and ambitious
User status Non-users, potential users

Social class Middle and upper classes


Lifestyle[2] Resigned

Psychographic
Lifestyle[2]

Aspirer
Psychographic

Succeeder

Explorer
Apple  target segment
Services: iTunes and the iTunes Operating system & software: iOS,
Store, Mac App Store, iCloud, Apple OSX, iLife, iWork
Pay,
US and international US and international

Urban Urban
18 – 30 20 – 35
Males & Females Males & Females
Bachelor Stage Bachelor Stage

Newly Married Couples Newly Married Couples

High earners High earners


Students Professionals, managers and
executives
Professionals, managers
‘Hard core loyals’ ‘Hard core loyals’

‘Switchers’ ‘Switchers’
Speed of service Efficiency

Efficiency Speed of service

Determined and ambitious Determined and ambitious


Users Users

Non-users, potential users Non-users, potential users


Middle and upper classes Middle and upper classes
Aspirer Aspirer Succeeder Explorer
Aspirer Succeeder Explorer

Succeeder Explorer
Accessories: Apple TV, Apple Watch
and related accessories

US and international

Urban
20 – 45
Males & Females
Bachelor Stage

Newly Married Couples

Full Nest I

Full Nest II
High earners
Professionals, managers

‘Hard core loyals’

‘Switchers’
Recreation

Self-expression

Determined and ambitious


Non-users, potential users

Upper class
Aspirer Explorer
Aspirer Explorer

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