More about Apple

This is a continuation of my thoughts (my rant, if you will) about Apple, as started in my previous blog post.

In my mind, Apple’s marketing department has done a tremendous job of segmenting the market.  They divided the market into those that are technologically savvy, and those that are not.  Then, they realized that although we live in an age where technology is changing by the minute, the segment of people who are actually technologically savvy is actually much smaller than the segment of those who are not.

After recognizing the potential segments, it then becomes a no-brainer when it comes to which segment to target.  Not only is the non-technologically-savvy segment much larger, but they are also much less picky when it comes to specifications, and use other factors to determine the perceived value of the product in question, such as the opinions of their peers, ease-of-use, or attractiveness.

Positioning their products then becomes less about the sheer innovativeness (probably not a word.. haha) of their technology, and more of advertising their products, and convincing these “technologically challenged” people that their product is very useful and worth having.  This makes it much it easier for their Research & Development department, because their product does not need to be the most advanced, technologically speaking (in fact, there are currently many cutting-edge products with technology far superior to that of Apple’s that nobody has heard of, due to unsuccessful marketing).

In my next blog post, I will show an example of an Apple advertisement, and discuss how it manages to position itself to its target segment.