Cooking instructions
The service costs $5 (£5, AU$8) a month and lets you play more than 135 new and exclusive games across the iPhone, iPad, Mac, iPod Touch and Apple TV. It's available in more than 150 countries. Apps must follow an approved business model and clearly show you the price, tell you what you get with your purchase, and explain subscription-renewal terms up front. Apple sends a receipt each time you use our in‑app purchase feature, and you can also view those purchases and subscriptions in your account.
- Put all the ingredients into a juicer or blender and blend until smooth. If the mixture needs a little help going through a juicer then add a little cold water as you juice.
- Serve in a tall glass with ice.
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Recipes extracted from Gordon Ramsay’s Ultimate Fit Food by Gordon Ramsay, published by Hodder & Stoughton, £25
Photographer to credit: Jamie Orlando Smith
Apple segmentation, targeting and positioning represents the core of its marketing efforts.
Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products. Common set of characteristics shared by Apple target customer segment include appreciating design, quality and performance of technology products and services over their prices. Positioning refers to the selection of the marketing mix that is the most suitable for the target customer segment.
The multinational technology company positions itself as a premium brand offering products and services with advanced functions and capabilities for additional costs. Accordingly, Apple target customer segment comprise well-off individuals who are willing to pay extra for technology products and services with advanced design, functions and capabilities.
Under the leadership of late Steve Jobs, Apple mainly used mono-segment type of positioning, appealing to the needs and wants of a single customer segment. However, after Tim Cook became CEO, the multinational technology company has been consistently increasing its product ranges shifting from mono-segment type of positioning to multi-segment positioning.
As the name implies, multi-segment positioning attempts to target multiple customer segments at the same time with different product or service packages. Accordingly, “no longer do the barista and the corporate executive use the same iPhone — today, there are high-end models, consumer models, and a long line of old products the company keeps around to fill every niche and price point.”[1]
Apple segmentation, targeting and positioning is illustrated in table below.
Type of segmentation | Segmentation criteria | Apple target segment | |||
Devices: iPhone, iPad, Mac, iPod | Services: iTunes and the iTunes Store, Mac App Store, iCloud, Apple Pay, | Operating system & software: iOS, OSX, iLife, iWork | Accessories: Apple TV, Apple Watch and related accessories | ||
Geographic | Region | US and international | US and international | US and international | US and international |
Density | Urban | Urban | Urban | Urban | |
Demographic Investec app for mac. | Age | 20 – 45 | 18 – 30 | 20 – 35 | 20 – 45 |
Gender | Males & Females | Males & Females | Males & Females | Males & Females | |
Life-cycle stage | Bachelor Stage Newly Married Couples Full Nest I Full Nest II | Bachelor Stage Newly Married Couples | Bachelor Stage Newly Married Couples | Bachelor Stage Newly Married Couples Full Nest I Full Nest II | |
Income | High earners | High earners | High earners | High earners | |
Occupation | Professionals, managers and executives | Students Professionals, managers | Professionals, managers and executives | Professionals, managers | |
Behavioural | Degree of loyalty | ‘Hard core loyals’ ‘Switchers’ Visit, your local Apple Store, or other resellers for more information and availability. Mac external display app. Adapters and other accessories are sold separately. Use an external display with your MacBook AirThe USB-C ports on your MacBook Air support video output. Review the documentation or check with the manufacturer to make sure you choose the right product. You can use an external display, a projector, or an HDTV with your MacBook Air.Connect a VGA display or projector: Use a USB-C VGA Multiport Adapter to connect the display to a Thunderbolt 3 (USB-C) port on your MacBook Air.Connect an HDMI display or HDTV: Use a USB-C Digital AV Multiport Adapter to connect the HDMI display or HDTV to a Thunderbolt 3 (USB-C) port on your MacBook Air.Connect a USB-C display: Connect the display to a a Thunderbolt 3 (USB-C) port on your MacBook Air.See for details about adapters. | ‘Hard core loyals’ ‘Switchers’ | ‘Hard core loyals’ ‘Switchers’ | ‘Hard core loyals’ ‘Switchers’ |
Benefits sought | Sense of achievement and belonging Self-expression Speed of service, advanced features and capabilities | Speed of service Efficiency | Efficiency Speed of service | Recreation Self-expression | |
Personality | Determined and ambitious | Determined and ambitious | Determined and ambitious | Determined and ambitious | |
User status | Non-users, potential users | Users Non-users, potential users | Users Non-users, potential users | Non-users, potential users | |
Psychographic | Social class | Middle and upper classes | Middle and upper classes | Middle and upper classes | Upper class |
Lifestyle[2] | Resigned Aspirer Succeeder Explorer | Aspirer Succeeder Explorer | Aspirer Succeeder Explorer | Aspirer Explorer |
Apple segmentation, targeting and positioning
Apple Inc Report contains a full analysis of Apple segmentation, targeting and positioning and Apple marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Apple. Moreover, the report contains analyses of Apple leadership, organizational structure and organizational culture. The report also comprises discussions of Apple business strategy, ecosystem and addresses issues of corporate social responsibility.
[1] Marx, P. (2019) “Apple’s Product Line Is a Mess” Medium, Available at: https://medium.com/s/story/apples-product-line-is-a-mess-5a9a5730cafa
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[2]According to Young &Rubican lifestyle classification model
Apple Mac App Store App
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