Category Archives: Apple

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Although I’m a loyal Blackberry user, I must say that Apple has proposed a very appealing alternative market over the years. The 2010 Apple talk has revolved around the FaceTime technology that is now compatible with iPhone4’s and the 4th generation iPod Touches. My friend Mandy breaks down one of the iPhone4 ads in her blog: here.

However, like I mentioned, I’m a loyal Blackberry user, but still wanted to test out the new technology, so I did some information searching to find out what the new iPod Touch had to offer.

and then I found it.

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all kinds of fun.

What’s fascinating about this ad is that all kinds of fun also means all kinds of segmentation, targeting, and positioning that Apple has to do in one ad.

In segmentation, Apple tries to reach across many different aspects of the demographic segment, for example, it tries to appeal to different age groups with different games and apps being displayed. The psychographic and behavioural segments are reached as well.

Apple itself as a brand has a highly differentiated/multi-segmented target. However, the iPod Touch and this ad specifically aims to use an undifferentiated targeting approach. This is ONE product that can cater to anyone.

Lastly, positioning. Apple as a brand itself has positioned itself on the high spectrum of many characteristics – innovation, sustainability, level of technology, different products, to name a few. The iPod Touch does the same. The ad stresses that this one product can be good for everyone, and as well, highlights all the technological aspects of the product as well. By being able to meet different preferences, Apple hopes to leave consumers/ad viewers with a “high ranking perception” of the product and thus positioning themselves in front of their competitors.

iPhone deck

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At the beginning of the term, we considered the reasons that Apple was not concerned with the declining iPod sales. What we recognized was that the declining iPod sales but continuous high profits for Apple are an indication of teh loyal customers that have moved up the chain of Apple products. First an iPod user, then an iPhone user, then a MacBook user, and etc.

Why am I mentioning this?
I came across a Desk Phone Deck, a product designed for users to integrate their iPhones with an actual “home” phone type device so that users can get the same traditional feel of a full device, but still using the address book and apps of the iPhone.

This allowed me to come across another reason in which Apple should not be worried. Many other companies are banking off Apple’s success by developing devices and accessories for almost all Apple products – whether it be the phone deck, or cases, or stands, these companies are essentially bettering the quality and the dependability of Apple’s products, and in doing so, the customers are left with a better lasting impression of how useful their iPhone is, or how long their iPod has lasted.

So with that being said, Apple has little to worry because their product quality and brand reputation is easily being developed by other companies at no cost to Apple.