Apple Consumer Profile

Apple Consumer Profile / Segments

Upto 2011, consumers of Apple were primarily 18-34 consumers, primarily in Western countries leading an urban life-style, early adopters or innovations seekers who could be grouped into the following segments

1. Early adopters, Seekers of things “Cool & Innovative”  à  “Think Different” Ads, Steven Jobs

“Apple is the epitome of cool—a company that has gained a cultlike following because it somehow manages to breathe new life into every category it touches. From sleek laptops to the even sleeker iPhone, Apple products are imaginative and fun to use. Apple has shown “a marketing and creative genius with a rare ability to get inside the imaginations of consumers and understand what will captivate them,”

        2.  Those seeking ‘Seal of Quality / Premium’ or
        3. Can’t leave the Apple product line due to convergence between items


 Non consumers were the opposite – those who only needed the basic functions at an affordable price. 

 And whilst, age profile can vary depending on country (ie : Korean consumers relatively younger, internationally exposed), since 2011, the consumer profile / segment seem to be changing.  According to Brandindex, Apple’s biggest supporters are consumers 35 years and older. Meanwhile, the younger age group of 18 to 34 — once the demographic most smitten with Apple — has trended downward.

 This is because kids no longer want to own the same brand as their moms and dads. They want to own something different. The change in management and recent ads also did not help. Apple is loosing it’s ‘cool & leader in innovations’ factor

 Along the side, there are those whom the brand exceeds their requirements (overshot consumers)  -    Those for whom ‘Apple’ exceed budget requirements / Price sensitive consumers

 Non-smart phone users who still user 3G phones / Microsoft PCs …etc The 'undershot' consumers - those for whom the brand does not meet their requirements or functionality would be, in the recent context, those who need customisation & convenience vs. premium looks/design – the Android Fanboys - Android owners who love their Android experience. They love every inch of their screen, every little feature, every little convenience and customization that Android offers them. This is largely based on Apple’s weakness of Incompatibility with different OS.