Chapter 8: Segmenting and Targeting Markets

     When it comes to segmenting and targeting markets, Apple utilizes a combination of strategies, rarely ever following a traditional strategy but always sticking to what works for them. Taking an "if it ain't broke, don't fix it," approach with their market targeting, it is made sure that products are made to cater to a wide range of consumers.

     Implementing demographic segmentation, Apple tends to focus its retail locations within specific areas. Densely populated areas such as New York and California, are home to 14 and 47 retail store locations, respectively. This concentration of retail stores makes it clear that the company is focusing in on their target market. This would also suggest a concentrated targeting strategy which has allowed Apple to develop a sweetspot and establish themselves as a sort of trend among the urban population without sacrificing product quality. There is not much variation in product lines, as there is not much difference between some of the devices themselves, but the few differences are significant enough to distinguish each from one another.
As Apple products have increased in popularity, the company has created for itself a "lifestyle brand,," image, resonating most not only with the younger demographic, but with a wide variety of markets.

Chapter 11: Developing and Managing Products

     Known for its memorable advertisements and recognizable designs all around the world, Apple has been labeled in today's society as the status symbol of technology. There's something about their products that just exudes quality, the price being a big factor but high prices are not usually a selling point. So, what could it be?

     Steve Jobs was perhaps Apple's greatest asset up until his unfortunate death in 2011. With him on the team, the amount of innovation was astounding and seemed to never end. Each contemporary product of Jobs' mind and creation was a groundbreaking success with the most notable being the iPod, which changed the mobile audio player industry. Now, people were able to easily carry large amounts of audio files on one device and listen to their collection wherever and whenever. This would demolish the large market share and hot item status that belonged to the Sony Walkman product line. Expanding on the idea of the iPod, Apple introduced the iPod nano being a more compact version, then the iPod Touch which gave rise to a new industry of mobile applications. There was also the iPhone, which was similar to the iPod Touch in design, but with the functionality of a cellular phone. The iPad, when introduced, slowly became a substitute for laptops and portable computers.

     Each product line was generally accepted as the new standard for its industry. None of these products were the first of their kind, but had expanded on the fundamental concepts of such devices and developed a superior product that could not be beaten in versatility. When Apple develops a product, design and functionality are of the utmost utmost importance, but it's the company's vision for the future and evolution of each product that acts as the vehicle towards success.

Chapter 18: Social Media and Marketing

Social media includes things like websites, television, newspapers and just about anywhere consumers are looking. Apple has had its hands in it all and it's know how to make use of social media apps like Twitter, Instagram and Facebook. In part its not only Apple doing product advertisements but people, their consumers, tweet, post pictures, and comment on pictures straight from their iPods, iPads, iPhones, and Macs. Now, all of these elements help Apple strive in the growing technological era and digital market. Consumers will talk about their Apple products, show them off and as such Apple's product impression will too, continue growing.    

  

Chapter 10: Product Concepts

     Today, many of Apple's products may seem similar in terms of design and functionality, but the most common denominator among them is the operating system. Mac OS is present in the personal computer product lines, where iOS is optimized for the lines of mobile devices. The way in which Apple designs its products is to make them as convenient and easy-to-use as possible, each product fulfilling a number of needs outside of its main functionality.

     It is easy to look at the price of an Apple product as label it as a shopping product, simply because it is often more expensive than it's competitors. However, these prices are just as often justified by the amount of improvement on device specification without sacrificing the familiarity of the conveniently designed operating systems.

     Many of those who regularly use Apple products would rarely ever even consider purchasing a substitute. This may continue to become less likely as the use of cloud computing increases, with Apple products being able to now share files and documents across all devices under the same account. This creates a system in which the consumer inadvertently builds a commitment to the brand as they continue to expand their data over the "device network."

     Over the years, Apple's ads have evolved but have always maintained an image of quality mixed with "coolness." The Apple store is perhaps the greatest symbol of the company's emphasis on appearances. The stores are usually all white, elegant, and spacious, with a sense of grandeur and sophistication with a minimalist approach. Altogether, these factors make Apple's products visually enticing and physically desirable.