Apple segmentation, targeting, and positioning

Apple
Segmentation
Demographic
Behavioral
Psychographic
Geographic
Region
Density
Demographic
Age
Gender
Life-cycle stage
Income
Occupation
Degree of loyalty
Benefits sought
Personality
Social class
Lifestyle
Targeting
US and International
Urban locations
18-45 groupage
Males and Females
Bachelors, newly married couples, Full Nest I and II markets
High-income earners
Managers, professionals, students, executives
‘Hardcore loyals’ and ‘switchers’
Customers looking for speed and service, efficiency, advanced features and tools, self-expression, sense of achievement, and belongingness
Determined and ambitious individuals
Middle and upper classes
Positioning
Brand identity
Emotional branding and connection
User experience
Customers who are resigned, succeeder, explorer, and aspirer
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