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.