Segmentation, Targeting and Positioning Analysis - On Apple iPhone 6

The main benefit that apple products deliver is communication and the search and need for information. Apple is able to satisfy both of these benefits through the iPhone 6. They market the iPhone as a sleek easy to use accessory that can deliver benefits and fill such voids in their consumers lives, such as communicating through email, social media, texting and talking as well as internet based searching and overall providing entertainment to a consumer. These benefits all fall under the product and market category of smart phones. Apple main basis for the iPhone segmentation include behavioral and psychographic. They are segmented into those who want to use the phone for self expression, convenience and also those consumers who are geared toward the technological capabilities of an iPhone. Apple is able to capture these segments and markets the iPhone to satisfy all of these benefits.  Behavioral segmentation also ties in with that of the loyalty status that Apple has been able to achieve with their most loyal customers being referred to as “iSheep” for unquestioningly following apple (David Glance). Apple geographic segmentation involves retail stores in all highly populated cities around the world and 88 official country websites, therefore allowing for a global presence, though mainly metropolitan. 

The iPhone is generally targeted to almost every demographic, its ability to customize the apps to suit your needs and interests made it desirable to all genders, ages, ethnicities, occupations and financial statuses.  The iPhone 6 and iPhone 6+ are the first iPhone’s to be marketed differently, in regards to the buyer’s social/professional working needs. iPhone user’s and Apple fan boys, as they are called fit into a very wide and diversified group of people. The demographic of iPhone’s or the iPhone 6 in particular relate to the overall education and income of the person the most (See Appendix Table 3.1 for information on demographics of iPhone users).

The diversity of the product makes it hard to pinpoint a certain group or niche that just use the phone, as nowadays most people will have a Smartphone product like the iPhone 6. Apple products, including the iPhone 6 are carefully positioned in order to allow customers to migrate up the product chain (Kate MacKenzie). As new products are released, such as the iPhone 6, features are updated and technology advances, positioning in consumers’ minds that apple is at the forefront of innovation. It has become an essential lifestyle product although it still keeps that luxurious consumer product value through its higher price, therefore appealing to a wealthier and high socio-demographic market, and allowing for consumers to position it in such a way. Therefore it’s positioned to appeal emotionally and both functionally to consumers as it is often marketed presenting features that can be used in order to achieve day to day challenges (Strategyn).