Ch. 4 - The Marketing Environment

Apple's target market is not as cut and dry as those of other companies. Apple surely knows that their products are pricey. There must also be a profile typical of the person who buys a Mac or other Apple products. This person probably has a bit of disposable income, is 12-35, also professionals in media and design are drawn to the brand. But Apple also knows that people will sacrifice for a “better” product or luxury product. Apple has historically targeted everyone, or rather, the individual, rather than a whole. I found a great example of this in a Macintosh selling guide from 1984 (picture below). While this may be an old guide, this is in many ways still company strategy. Apple products are for people, for all. This consistent company disposition has served them well to being attuned to changes in environment and the component lifestyles of people today. People today are no longer defined by their professions and Apple would hope to appeal to the individual and their vast array of needs rather than those of simply their profession. Apple particularly appeals, not necessarily to the artist, but they aim to appeal at the creative side of all of us and our individuality.

Macintosh is for people: Most personal computers are aimed at specific segments of the computer market. But Macintosh is different. Because Macintosh is for people.