Apple Consumer Market

Rachael Macek, Anna Grounds & Patterson Conley

June 28th
MKT 302
Summer 2023
Introduction

Apple Inc. is a technology company that markets on their simplistic, sleek, and ahead of

their time products. The company designs, manufactures, and markets a large variety of

technology products such as smartphones, laptops and personal computers, tablets, smart

watches, bluetooth headphones, smart televisions, tracking devices and smart speakers. Within

these devices, Apple offers a wide range of digital content and through subscriptions including

Apple TV+, Apple Music, Apple News, Apple Arcade and Apple Fitness+. Finally, the company

offers services options like AppleCare, iCloud, Apple Pay and Apple Card. Through these

various media offerings, Apple has grown to become one of the most successful businesses

globally (Johnston 2023). The company began on April 1, 1976 by two college dropouts Steve

Jobs and Steve Wozniak with a vision of changing the way people view and use computers.

Apple is known for its interesting startup, taking place in Steve Jobs’ parents garage in Los

Altos, California. Steve Jobs was the co-founder, chairman and CEO of Apple prior to his

passing (Levy 2023). Technology can be very expensive, and Apple is a high end technology

company, therefore their target market consists of middle-class and upper-class individuals

around ages 20-45 that can pay for the luxurious products Apple offers (Reuters, 2022).

As the world continues to grow more and more technologically advanced, Apple stands

out for its ability to connect to a diverse audience of consumers. This in turn means that Apple

products have a wide range of influential communities that impact buyer decision making. These

communities include but are not limited to: Creative Professionals, Technology Specialists,

Fashion and Design Groups, Educators and Social Media Influencers. Fortunately for Apple,

these communities are located globally and can move places. In turn, Apple’s influential

consumers are promoting the brand whether they know it or not.

 Apple has kept a consistent brand personality of simplistic and sleek design. In some

ways, Apple started, and has maintained the minimalistic aesthetic that many trends follow

today. The brand personality is centered around simplicity and ‘the removal of complexity from

people’s lives” (Watson 2021). A unique way Apple advances on this personality is through their

in-store customer service. Each employee is recognizable with the staple blue shirt, and has

expert knowledge of the company products to ensure they are able to understand each customers’

inquiry. Visually, this creates a sense of community and Apple is able to connect with customers

in a welcoming and simple way.

Holding the title of, “Apple User'' means a great deal to many people, and it’s one of the

results of creating and delivering exceptional products. Apple creates brand loyalty through

relieving purchasing anxiety, having high attention to detail, focusing on employee satisfaction in

addition to customer satisfaction, and creating unique customer experiences. (Grigore 2022).

Customers make purchases at Apple knowing they are getting the best quality products but also,

great customer service. For example, Apple offers a 1-year warranty on all products with no

extra charge. They also offer various channels of customer service like Apple Repair Centers, the

Genius Bar, and Apple’s Support Page online. In turn, Apple is successful in alleviating customer

anxiety. As a part of the product quality Apple provides, having high attention to detail allows

Apple to differentiate themselves from other brands. Some examples of this are the Apple Pencil

and MacBook. The Apple Pencil’s weight is intentional and distributed in a way that ensures no

matter how the pencil is put down, it will roll over to the word “Pencil.” The weight and

distribution also reduces momentum and helps prevent the pencil from rolling off the table. High

attention to detail can be seen on any of the MacBook’s as they have a slight indentation on the

trackpad, to help customers easily open their laptop computer. While these may seem like small
attributes, they make a great difference in the overall customer experience with the product. The

easier a product is to use, the more likely a customer will continue using the product.

Apple is a great example of how companies use relationship marketing. Apple thrives on

being able to connect with their customers, by greeting them in-store through their welcoming

doors or offering help in-person and online. Apple values their customers’ needs and uses an

empathic approach to campaign their products. By interacting with consumers and identifying

their concerns, the customer feels heard and adds to increased customer satisfaction. With this

empathetic approach, the company feels more like a community of people rather than a brand,

and consumers find it easier to connect with people. In turn, this helps Apple with their business

by listening to their customers needs, they can better meet the expectations of the customers.

Psychological Processes

When it comes to psychological processes in marketing strategies, Apple has shown to

know and use these tactics in successful ways that engage, attract, and connect with their

consumers. As previously mentioned, Apple uses sensory marketing in a sleek, simple, and

minimal way to attract customers to their products visually and through touch. Starting with the

minimalist white box that the products are packaged in. They put as much effort into the style

and design of the box, as they do the product. The purpose of Apple’s simplistic aesthetic is to

elicit a clean and direct design that catches the eye of the consumer and gives an overall elegant

and luxurious feel to the product at hand. We can also see sensory marketing used in the sounds

and tones that are unique to Apple products. Apple has created a connection between sound and

Apple, and you don’t have to see the product to know the sound came from an Apple product.
 As stated before, Apple uses a white box to package their products. This is an intentional

move by Apple, “‘Color is the strongest tool - and the smaller the brand, the more important it is

to ‘own a color’ on shelf. While there is no “magic color” for creating contrast, we can say that

the best solutions often involve ‘breaking the rules’ of the category’ - reports Scott Young at

Perception Reach Services” (Personalics, 2016). The white box represents something simple but

luxurious and the color white gives a visually timeless aesthetic. Once you open the box, the

experience continues with the satisfying plastic peel to reveal your brand new Apple product.

When shopping for a phone, many people subconsciously choose the option that will

signal to other people who we are. Self Signaling is a marketing technique that Apple uses,

because the type of phone an individual owns tells other people - to a degree - what kind of

person we are (Apple vs. Android vs. Google Pixel etc.). This is similar to a placebo effect

where your brain ‘tricks’ you into believing you received an effect from a product or ‘placebo.’

Apple isn’t tricking you in this scenario, however your brain identifies a personality from each

brand, thus having a conscious or subconscious bias or opinion of what kind of person they want

to be perceived as.

Technology has grown and continues to become a part of our society and lifestyle

therefore, Apple products offer both hedonic and utilitarian needs. However, when it comes to

consumer’s purchasing decisions, Apple focuses on hedonic offerings. A phone is not necessarily

something that everyone needs, but it is an extremely common item for the average person to

have. There are many lower cost, affordable phones to buy but through buying the iPhone, an

individual is able to have more purchasing power over the generation of the phone, color, size,

storage, camera quality and more. In addition to purchasing power, the individual is also joining

the Apple community when purchasing products from Apple. Apple makes the unnecessary,
necessary and this has proven to be successful year after year. When a new generation of phone

is introduced, most Apple users do not need the new phone, but they desperately want it. Apple

is selling a product that people want, by giving individuals the opportunity to fulfill their needs

for self-direction, power, achievement, stimulation and affiliation.

Apple products are high end, expensive, luxury products. These types of products tend to

have high involvement with the customer and require more thought and decision-making. The

higher involved a purchase is, generally the more risk is involved but with this risk comes

excitement, power, independence and satisfaction. Customer experience is one of the ways Apple

markets their brand helps their consumers make purchases. Purchasing high involvement

products such as an iPhone, Mac, or iWatch can cause anxiety and confusion in customers. To

alleviate stress and worry, Apple offers help at the Apple Genius Bar. The Apple Genius Bar is

located in retail stores and it’s where customers can get one-on-one support to troubleshoot

issues or even just learn about Apple products. This personalized experience allows customers to

feel more involved with their purchase, and creates an overall emotional connection with the

brand, product and increases brand loyalty.

Apple relies on a major marketing strategy when it comes to promoting their items.

Product placement, and the positive reviews in the media creates buzz allowing their products to

always be up for topic. Product placement is also known as embedded marketing, and this

technique allows brands to intentionally embed their product in the media in order to reach their

target audience, or increase consumer engagement. Starting in the 1990’s Apple has strategically

placed their products in movies and T.V shows (Dhvanesh, 2022). This was a revolutionary idea

in the mid-1990’s to be able to promote and endorse products through television. Product

positioning allows consumers to feel more connected to the products on screen based on who is
using the product, and the emotional connection the audience has to the characters or show.

Product placement allows Apple to campaign their products in a natural and less forced way.

Consumer, Attitudes, and Decisions

Apple Inc. has dominated the electronics and software service industry for years,

competing with several other companies within the industry. Companies such as Google,

Microsoft, Samsung, Amazon, and IBM are viewed as Apple alternatives and are considered

main threats. However, Apple has maintained their spot at the top using many different strategies

and techniques, especially those revolving around their interaction and relationships with

consumers.

With their innovative and futuristic branding, Apple is able to convince consumers that

their products will transition them into an ideal version of themselves. By appealing to this

enhanced view of self, consumers purchase their products with that in mind, forming a loyalty

for the brand that is founded on many different principles. For some, this loyalty revolves around

the genuine quality of Apple products; and is maintained through the many product

advancements and new offerings from the company. However, for others, this brand loyalty may

be relatively blind. Apple’s high status signifies intellect, wealth, and a sense of superiority in

individuals; these characteristics are attractive to many consumers and grant an opportunity for

conformity. While there are consumers who rest on both extremes of this scale, a majority lies

somewhere in the middle, seeking quality as well as a heightened sense of self. This alters a

consumer's self-consciousness, or self-awareness, both publicly and privately. As mentioned,

Apple products are often considered a symbol of status; portraying the beholder as confident,

intelligent, and sociable to others. Privately, Apple users direct this judgment inward, fueling
their own self-confidence and ability to relate and interact with others. Not only does Apple

appeal to an individual's ideal and heightened sense of self, they have also made strides toward

grasping consumers’ extended self, specifically through digital means. Apple offers a

customizable, online avatar called a “Memoji,” that users can adjust in a variety of ways; from

skin tone, hair color, and even fun accessories like jewelry and glasses–the Memoji leaves room

for expression.

There are many different communication approaches Apple takes when conveying a

message to consumers. Newer message formats have aided in some of their recent and more

successful strategies. Apple is known for their subliminal product placement in almost every

form of media you can think of–films, TV shows, video games, commercials, and many more.

These products have become so embedded in our society that we often overlook or neglect to

acknowledge it. Despite this, Apple’s product placement is still very much effective and even

more beneficial for marketing purposes. Consumers are blindly absorbing images of Apple

products in use, by people they idolize like actors and actresses or other celebrities, as well as

ordinary people. Apple often uses both rational and emotional appeals, heavily backing and built

around their consumers’ strong brand loyalty. Consumer desire for these innovative products

builds a sense of anticipation and excitement for new products–this emotional connection

encourages repeat purchases. One of the most significant examples of emotion displayed in

Apple’s advertising was their “Think Different” campaign. This campaign was not targeting a

specific product, but instead encouraging Apple users to be different and “break the status quo.”

It featured many influential, historical icons–such as Albert Einstein and Martin Luther

King–who were considered unordinary or rebellious. The campaign suggested that only those

“crazy” enough can make an impact and change the world. In addition to this strategy, Apple
also strategically offers a high-priced option which makes other products seem more reasonably

priced, allowing consumers to rationalize the purchase. They have also used comparative

advertising to reinforce the idea that Apple products are the most rational choice. In their Mac vs.

PC campaign, Apple released several advertisements where the two brands were personified

through characters–the Microsoft character was nerdy and prone to errors, while the Mac

character appeared much more cool and collected. Audiences would obviously rather be grouped

with the Mac character, creating a bias towards Apple products upon viewing this advertisement.

By focusing marketing strategies on the experience of Apple products as a whole rather

than just certain features, Apple suggests that to own their products is a lifestyle choice. They

lean into lifestyle marketing by customizing their products for all users. Offering different forms

of expression through apps and other features, consumers can choose how they make use of their

Apple products. Apple approaches marketing segmentation differently than their

competitors–they target specific demographics, appealing to user experience rather than stuffing

products with as many features as possible. Apple’s products are also used in desirable social

settings, taking advantage of audiences by wooing them with high quality photos or unbeatable

sound systems. This exposure has led to extensive word of mouth communication, saving Apple

from a large portion of advertising pressures. Apple has also used many different persuasion

techniques to alter consumer attitudes towards their brand. Consistency and liking are the two

main persuasion principles I’d like to focus; they revolve around the physical appearance and

overall nature of their products. Apple has remained consistent in their sophisticated and sleek

design, in both products and packaging. People tend to correlate physical attractiveness to

credibility and reliability, and Apple’s product excellence is enforced through this. Apple has

invested heavily in their package design to ensure that that alone is an experience for consumers.
This has been so effective that there are a plethora of Apple product unboxing videos that can be

found on various social platforms. By maintaining their high standards, Apple encourages

consumers to focus on their hopes and goals through promotion motivation techniques. They

orbit their product design around very specific consumer aspirations, despite having a very broad

target audience. This success has reflected positively on the company, and is apparent in

consumer judgment and repeat purchases from Apple.

Society and Culture

Apple as a brand has a huge impact on our Society and the Culture we have today. Even

if you may not be super passionate about the different brands or upcoming trends you are still

impacted greatly by the social power Apple does have across the world. There is definitely a

strong referent power that influences consumers to purchase from Apple and to continue to keep

up with all of their new products and updates. From the lecture it describes referent power as

“important because consumers voluntarily modify what they do and buy to identify with a

referent.” The different referent Apples uses are celebrities and influencers, for example if a

consumer sees their favorite celebrity or influencer using an Apple product in either an

advertisement or in a public appearance or social media post, they would also want to use that

same product. This would then lead to increased brand community and a higher likelihood of

them purchasing similar Apple products. Apple is aware of the power they possess and use it to

their advantage by releasing new products often and even causing older products to slow down in

order for consumers to buy their new products. According to an article ,“Apple has been fined 25

million euros ($27m) for deliberately slowing down older iPhone models without making it clear

to consumers,” (BBC, 2020). Even with controversies like that the brand remains one of the top
technology companies in the world (Rehman, 2023). Apple also uses coercive power which was

described in lecture as exerted when we influence someone because of social or physical

intimidation. Some examples of coercive power used by Apple are the various forced software

updates and even the negative backlash that goes along with not owning an Apple product. Even

when researching which new phone to buy, the first article that comes up is “iPhone vs. Samsung

Phones: Which Is Better?” This proves the coercive power Apple has insinuating the other brand

is worse which this article deemed Samsung as worse (Jalan, 2023). No one wants to have the

“worst” brand or be associated with the phone containing “lesser quality” attributes.

Apple has a huge brand community and it continues to grow everyday. Brand community

can be described as a group of consumers that share a set of social relationships based on usage

of or interest in a product. Apples’ community consists of a large range of consumers such as

Creative Professionals, Technology Specialists, Fashion and Design Groups, Educators and

Social Media Influencers mentioned earlier all from ranging social classes who all share a

common interest in Apples’ technology. Although Apple uses a ton of different marketing

strategies WOM (Word of Mouth) is included. An example of Apples using Word of Mouth

marketing would be the early released product pictures that always seem to arise when Apple

releases a new product or update. There is always a ton of positive and negative buzz that

surrounds Apple's new product releases with many doubting the new design, questioning if they

are going to partake in purchasing the new product or trying to be the first customer to pre-order.

Some specific examples of this was when Apple changed their home button from being at the

bottom of the iPhone screen to disappearing altogether along with the release of the wireless

earbuds known now as Airpods which held a huge controversy when first released, (Huang,

2023). I am not sure if Apple intentionally releases these photos or not but I think the buzz
created whether it be negative or positive is still helpful to the brand and it is still advertising the

product regardless. I would also consider the release of the new products and the release of their

never seen photos to be holiday rituals that are important to Apple. Apple follows a loose, yet

seemingly repetitive schedule each year in regards to product releases. According to an article

this was their average schedule of releases. The article states that, “In an average year, Apple

holds three to four events. There's usually a spring event in March, the Worldwide Developers

Conference in June, a September event that's focused on iPhone and Apple Watch, and

sometimes an October event if there are notable iPad or Mac refreshes expected in the fall.”,

(Clover, 2023). Consumers are now pretty familiar with this schedule and wait for the new

product idea every spring and the actual releases every fall. Some consumers mark their

calendars and wait hours in line every year to be one of the first to own the new product such as

iJustine, a technology based influencer.

Apple utilizes influencer marketing quite a lot through various ways such as through

social media collaborations, events and product launches and Apple Store workshops. Apple

partners with different popular influencers who create content by promoting their products which

helps Apple to reach their target audience and get real feedback and recommendations. Apple

also uses events and product launches to promote their products, they have different important

influencers come and test out their products to then go and create buzz around it and influence

their followers to also want to test out and own the new product, (About, 2023). For example,

YouTube influencer, David Di Franco, just came out with a video titled, “Apple Made Me Buy

the Meta Quest 2.” This draws viewers in to see what the new Meta Quest 2 product is and how

they use it and if they also want to go purchase the product themselves.
 Apple is constantly offering technological innovations and they are known for their

dynamic and discontinuous innovations. They use dynamic innovation which is a significant

change to an existing product by continuously having new updates that improve their existing

products such as important security fixes and releasing new sleek designs and new features like

emoticons. This is important because consumers are always on the lookout for the next new thing

from Apple creating brand loyalty. They use discontinuous innovation which is creating a big

change in the way we live by the introduction of the iPod, iPhone, iPad, Macbook, Airpods and

more. These innovations forever changed how consumers think, communicate, and consume

media. A majority of people now can not think of a time before the various Apple products took

over the world. As mentioned earlier ,”Technology can be very expensive, and Apple is a high

end technology company, therefore their target market consists of middle-class and upper-class

individuals around ages 20-45 that can pay for the luxurious products Apple offers (Reuters,

2022).” The generation of consumers who purchase products from Apple range from Gen Z to

Gen X and all in between. Although the target market is for individuals around ages 20-45 that

can pay for the luxurious products, the products are being consumed by every generation,

(Goldman, 2023). Apple uses different marketing strategies to target each generation focusing on

different features and causes for each generation and then promoting those ideas in their

respective areas of consumption. For example a TikTok advertisement by Apple would be

targeted more towards Gen Z whereas an advertisement on the news may be more targeted to the

Gen X generation.

Conclusion
 As a company, Apple has experienced many successes that have allowed them to reach

great potentials and withhold their position within the electronic and software service industry.

However, with all success there are guaranteed shortcomings, and Apple has been faced with a

handful to overcome.

The success of Apple lies within many of their strategic approaches at marketing their

products and brand. One of the most prevalent of their strengths is their creation, maintenance,

and consideration of brand personality. Brand personality is reflected in every aspect of

marketing–from product and package design, to interaction and influence on consumers and their

behaviors. By maintaining a consistent theme of sophistication, innovation, and simplicity

consumers have formed lasting opinions about their brand that correlate with these sought out

traits. Not only have these feelings been directed toward the brand, but inward as well targeting

the consumer’s view of oneself. The correlation suggests that to own or use Apple products

directly reflects these traits onto the beholder, and the individual gains prestige and worthiness.

This is a desirable feeling for consumers–which encourages repeat purchasing and strengthens

brand loyalty. With many new media forms influencing our society, Apple has taken advantage

of these opportunities for brand exposure and conveying messages to consumers. One way they

have done this is through product placement, or the insertion of products in different forms of

media. Positioning Apple branded products in TV shows, movies, commercials, and many other

media formats subliminally exposed consumers to the brand and created a familiarity with their

products. Apple has utilized these opportunities since the 1990s, and even a generation later this

is still a revolutionary strategy for all brands, not just for Apple. Lastly, Apple has worked hard

to satisfy their wide range of target markets and consumer segments by diversifying their

products and the features they offer. Many Apple competitor brands focus heavily on stuffing
their products with as many features as possible, creating a more generalized product outcome.

While this may be beneficial for some, Apple emphasizes their dedication to satisfy individual

consumers with an experience that is more personal and customized to fit their needs. This

success at product differentiation has ensured that all Apple users will find a product that checks

off all of their boxes, creating a customer base that lasts a lifetime. All companies have access to

improvement on brand personality, product positioning, and product differentiation–however,

while these strategies have proven successful for Apple that does guarantee equally favorable

outcomes for all brands and companies.

Despite these undoubtful accomplishments from Apple, there are some areas where

improvement is still warranted. The high-end personality Apple has adopted has fallen short

when it comes to pricing. Although Apple’s sales tend to do just fine, at what point will

consumers put their foot down? Will consumers always adhere to their increasing prices due to

their loyalty for the brand? On the other hand, Apple preaches their dedication to satisfying all

consumers–but what happens when their products become out of reach for consumers due to

their high price points? Apple’s pace of innovation can be viewed as one of their more successful

traits, however it has also brought its own issues to the company. With every product upgrade,

Apple designs their products to have a natural progressive feel. However, at that rate they are

upgrading it has proven more and more difficult for the company to keep up with this pattern. It

also leaves little room for experimentation, as a failure to reach consumer’s high expectations

could seriously harm their brand. The last of Apple’s downfalls we will discuss rests less on the

consumer audience, and more on the company itself. Their products incompatibility with other

software services aside from their own creates many additional responsibilities for the company.

In comparison to Apple competitors, such as Samsung, Apple expends much more energy
controlling and regulating their own software services and has much less room to focus on

product development. Luckily, none of these shortcomings have proven detrimental for the brand

and there is still room for them to improve in each of these categories. Regardless, Apple holds

its name as a top competitor within its industry and without these successes and shortcomings,

would not be the company it is today.

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