The Middle and Upper Classes
Apple uses a segmentation strategy to target middle- and upper-class consumers, who are prepared to spend more money for premium products that deliver a superior customer experience. These consumers place high value on innovation, design and functionality and will therefore pay more to get these products. Apple uses a range of marketing strategies in order to reach the target market. The first is differentiated marketing. Apple focused its attention on designing unique, distinctive products that are appealing to certain segments of the market such as the iPhone or iPad. Apple can appeal to more consumers by offering different products at various price points and features. (Kotler, Keller, Brady, Goodman, & Hansen, 2016, p. 276). Apple’s brand image is synonymous with quality and innovation. The image helped Apple attract and keep loyal customers from its target markets. (Kotler et al., 2016, p. 278)
Apple also focuses on customer experience. These include personalized service, easy-to use online platforms, and simple return policies. (Kotler et al., 2016, p. 279)
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