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Apple Inc.
A mobile telephone with built in camera; able to store music, pictures and videos; can dow
applications and use the internet. A music storage device which can be used on the move.
to hold pictures and videos; some models able to browse the internet and play games.
Apple TV is a device allowing the user to play high definition videos from iTunes/YouTu
computer/etc. on their television, in widescreen.
A computer, either laptop or desktop.
Target Market
Apples target market consists of people with these characteristics:
Both Genders;
Market Segmentation
Apple operates mainly in the technology industry, which is segmented in smaller sectors, like
Industry, Mobile-Device Industry etc. Apple is active in a number of segments, depending on
nature.
The computer industry: with the iMac and MacBook desktop and laptop computers an
the Apple TV
The smart-phone industry: with the iPhone
The online-music industry: with iTunes
The music-device industry: with the iPod
The technological tools industry: with devices used for the main products mentioned
A convergence of technologies e.g. An iPhone has a mobile phone, an mp3 player and interne
capabilities.
Products
iPhone3G/iPhone 3GS
iPod shuffle (available in a range of colours)
iPod Nano (available in a range of colours)
iPod classic
iPod touch
Apple TV
MacBook Pro/Air/mini
iMac
Products have different flavours in respect to colour and hardware specification. Specifica
linked with price.
Premium price strategy: Premium pricing is the practice of keeping the price of a produ
artificially high in order to encourage favorable perceptions among buyers, based solely o
practice is intended to exploit the (not necessarily justifiable) tendency for buyers to assu
items enjoy an exceptional reputation, are more reliable or desirable, or represent excepti
distinction.
Pricing rarely fluctuates, products benefit from low depreciation value
Price *
MacBooks (classic, Pro, Air), Mac mini, iMac, Mac Pro, starting prices from 816, 918,
969, 1940, respectively.
Place (Distribution)
Products are available from various sources through the channel there are various distribu
retailers and e-tailers. Alternatively the products can be purchased from apple directly.