市场和消费者细分——苹果的竞争对手是三星，这是苹果选择开发其首款大屏幕手机的唯一原因。市场的需求是这样的，为了保持强劲，它必须适应它。因此，苹果将市场心理细分为只在手机中寻找大屏幕尺寸的人。市场在行为上被细分为那些愿意为苹果产品付费的人，其次是为了迎合价格敏感的顾客(Richter,2014.12 – 15)。高收入群体是这一目标的主要目标，而购买iPhone的新客户群体是实验性的。
有吸引力的消费者群体及其特点——在美国。年代和U。几乎每个人都拥有至少一个苹果产品，本质上是iPhone，发展中国家是苹果的一个富有而引人注目的市场。在中国和印度这样的国家，拥有一部iPhone与课堂和风格有关，而且是一种奢侈或高档的标志。人们购买iPhone不仅仅是为了它的功能，它可能是他们国家的领导者品牌也可以提供，但也要在他们的同行和社会面前炫耀(Schaefer,2014.33 – 335)。现在，这些口袋里的可支配收入比以前更高了，这对苹果来说是非常有利的。
Positioning – Apple has always positioned itself as an expensive and rich brand and the iPhone6 has been no different. Whether it is the price, features, technology or the consumer all of it is opulent in the iPhone6. The brand has placed itself in a premium segment of phone manufacturers that focuses on quality rather than quantity in the numbers of their products, which has been a fairly successful strategy (Consumerpsychologist.com, 2015:34-47). . Since the products of Apple are always coveted for and they release only a single phone or so in a year, the customers wait for the phone and then flock to buy it.
Market and consumer segmentation – The close competitor to Apple which is Samsung is the only reason why Apple chose to develop its first big screen phone. The market demand was such that it has to adapt to it in order to stay strong. So Apple segmented the market psychograhically to tap only those who were looking for big screen size in their phone. The market was behaviourally segmented into those who were willing to pay for an Apple product and second was meant to tap the price conscious customers (Richter, 2014:12-15). The high income group was the sure-shot target for this while the new base of customers who would buy the iPhone was experimental.
Attractive consumer segments and their features- While in the U.S and U.K almost everyone owns at least one Apple product, essentially an iPhone, the developing countries is a rich and striking market for Apple. In these countries like China and India owning an iPhone is related to class and style and a mark of being opulent or high-class. People purchase the iPhone not only for its features, which probably the leader brands in their countries could also offer, but also to show-off in front of their peers and in the society (Schaefer, 2014:333-335). The disposable income nowadays being higher than before in these pockets is highly conducive for Apple.