Apple iPhone: a market case study

Author
Van De Vliert, Daylin
Faculty Advisor
Muralidharan, Etayankara
Date
2021
Keywords
Apple , technology market , case studies
Abstract (summary)
Founded in 1976, Apple inc. quickly became one of the biggest companies in the world. Throughout the years, Apple has been apart of the technology market where there has been an exponential amount of opportunities and threats. This market case study aims to determine how Apple can target such opportunities to help predict future trends and influences over the market. To identify these trends and market influences, I have first conducted an environmental scan of Apple’s current and future market(s). Then I described Apple’s fundamental psychological and sociocultural consumer behaviors. And finally, I identified Apple’s target market, how they have chosen to segment and the demographics and geographics within Apple’s largest target segments. As a result of successfully identifying trends in the past, Apple continues to impress with its globally known brand name and customer base/market. However, Apple must continue to identify future opportunities to stay relevant in the ever-advancing technological market. This analysis of the marketing context suggests Apple may need to re-position its iPhones to maintain its leading position in the marketplace.
Publication Information
Van De Vliert, D. (2021). Apple iPhone: A Market Case Study. MacEwan University Student EJournal (MUSe), 5(1). https://doi.org/10.31542/muse.v5i1.2010
DOI
Notes
Item Type
Student Article
Language
English
Rights
Attribution-NonCommercial (CC BY-NC)