Chapter 4: The Marketing Environment

Apple's marketing environment is very interesting because they tend to target all types of users from the younger generation to the older generation. The way they do this is by showing us how simple there products are to use, what they can do, how smooth and fluid there products work as compared to other companies. Nowadays you will see kids from as young as 3 to adults as old as 100 years old using iPhones, iPods,and iPads. Why because it's simple, easy to use, it's very cool and they overall make people very happy.

When it comes to Apple people tend to have component lifestyles because people don't normally care about the price when it comes to Apple products anymore, they care about the experience, having the latest and greatest technology. They already know that when they

are buy an Apple product they know that they are buying something that is normally going to last awhile as compared to Window's PC's or Windows Phones which tend to have very short life span's before having to take it to get repaired compared to a Mac Laptop or Desktop. Apple products are build with quality, smooth edges and beautiful surfaces which attracts customers.

In edition to targeting people of all different ages and people who love to have the greatest and latest products, Apple is looking to target newer markets such as the low income people whether Whites, Blacks, Asian, or Hispanic. They know that we are still in a recession and they want to try and penetrate the low income house holds, which Android phones control that market heavily. So what better way to do it then redesigning there iPhone and making it look extremely cool by allowing you to be able to customize your own colors on your phone. Which is why they made the "iPhone 5c" (Color). So they give you the latest phone for a nice new price of just $100 for a 16gig or $200 for a 32gig, which are cool colorful looking devices that will definitely stand out and attract more customers.