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MARKET OF APPLE IPHONE 8 2
Introduction
The paper seeks to evaluate the market for Apple iPhone 8 which is instrumental in
promoting the long-term success of the firm. The ability to understand the target market is
critical in the formulation of the marketing process of the company. One of the most important
target group are the teenagers and college students who have a desire for advanced technological
devices. Such features are critical in improving the socializing of teenagers within the target
market (Winston & Weinstein, 2016). The iPhone 8 will offer upgrades to the existing products
by removing all weaknesses and ensuring that the customers are happy with the product. As a
result, the research work will evaluate the target market characteristics of Apple Inc and the
Target Market
The target market of the iPhone 8 smartphone includes the teenagers and college
university students. The teenagers are the largest target market for Apple. The teenagers rely on
the use of iPhone, as it serves a good purpose in socializing with friends, listening to music and
using social media websites (den Hartigh, Ortt, van de Kaa, & Stolwijk, 2016). The gaming apps
in the smartphone are always appealing. The company is also targeting the college and university
students to record notes. Other target market includes the business persons and young children.
Business people would benefit from Apple products due to the quality of business from
the iPhone products. Such devices are critical in promoting the efficient and communication with
clients well. The adults are an important market for the product. IPhone is highly valuable to
MARKET OF APPLE IPHONE 8 3
address regular needs. The conveying the little gadgets usually makes adults to live simpler each
day. Finally, the company should target of technological enthusiasts and brand loyalists. The
management of Apple should be keen to ensure that the target market is set out well.
New Product
Based on the competition and market needs, the new iPhone 8 will be product that will
appeal to the customers. IPhone 8 has an advanced functionality compared to other products in
the market today. IPhone 8 will be able to integrate the aspects of wireless charging. The iPhone
8 will offer upgrades to the existing products by removing all weaknesses and ensuring that the
customers are happy with the product (den Hartigh, et al., 2016). In the current market, the
customers have increased market information and experience that indicates that the company
The strategy of Apple Inc in designing and producing iPhone 8 is to capture a larger
market share which is critical. The iPhone 8 model will be critical in integrating some of the
existing challenges, which are useful in promoting the success of Apple Inc in the markets. For
example, the young people in the markets understands and appreciates the usefulness of the
iPhone 8 products (Winston & Weinstein, 2016). Being an advanced product for the exiting
The target markets have different characteristics including the geographic markets,
demographic, psychographic markets, behavioral market and product related markets. Apple Inc
targets the urban areas, more so the cities and different states globally. The global expansion is
MARKET OF APPLE IPHONE 8 4
critical in ensuring that the company is able to make increased revenues across the world which
is critical (Heracleous, 2013). The demographic market targeted by the company are the young
people and business people and individuals with high level of education and income levels. It is
clear that iPhone 8 is a premium product that cannot be afforded by low income earners. Apple
In terms of the psychographic markets, the company is targeting persons with positive
attitudes, values, and perception on lifestyles. Such psychographic market is appropriate and
useful to the target markets. The behavioral target of Apple Inc is focused on the new customers
for occasions and customers with high level of loyalty. For example, facebook marketing
strategy has been useful in enhancing the sales among the loyal customers (Ganguly, Das & Farr,
2017). The company has discount cards designed to allow the shoppers collect points at the
stores when they shop for products. The product related market is focused on the nature of
product. Apple Inc will target the smartphone market, which has a high level of competition.
Thus, the different target market features are important in aligning the company’s marketing
campaigns to increase the overall sales while reducing the amount of competition facing he
company.
Some of the recommendable methods of conducting marketing research about the IPhone
marketing is conducting market surveys. The marketing department of Apple Inc should organize
the various survey questionnaires, both online and manual surveys. However, it is important to
select a sample which is a representative of the target market. Online surveys are useful and at
times leads to the generation of unpredictable responses and often unreliable data and
MARKET OF APPLE IPHONE 8 5
information. It is because the administrators of the surveys do not have control over the
respondents.
In spite of an online market survey is simple and inexpensive making, it is useful in the
collection of anecdotal evidence and the gathering of customer preferences and opinions. The
company should also consider mail surveys. The mail surveys have a lower responsive rate, but
they are cheaper compared to the in-person and telephone surveys (Heracleous, 2013). Therefore,
it is clear that conducting both online and in person surveys will help in getting both qualitative
and quantitative market data, which is research in making the relevant decisions.
The management of Apple Inc will need to implement the various steps of product
development. The product development process has seven important steps which are critical.
The steps are critical in the process of launching a new product in the markets. The first step is
the brainstorming of product idea. The step is important in coming up with an idea for the actual
product. The management should consult the employees and customers regularly to obtain
information about the products. Online surveys will be useful including taking notes from the
The second step is the evaluation of the ideas. The company would develop a list of the
various potential ideas and share them the relevant decision makers within the organization. The
advantages and disadvantages of the management team will need to be assessed to come up with
proper decisions. After evaluation, conducting market evaluation is critical. Market evaluation
step will involve obtaining feedback from the customers, employees, and other stakeholders
which is highly appealing (Ganguly, et al., 2017). It is necessary to request the customers for
MARKET OF APPLE IPHONE 8 6
feedback. The next step is conduct analysis. Conducting analysis is critical. The analysis is to be
done from a business perspective. The determination of competition is critical to evaluate the
After analysis, the step appropriate is developing a prototype and marketing of the
product. Such an aspect is critical in obtaining feedback to develop marketing messages and
create marketing campaign designs including websites or posters among others. The next step is
market testing. Conducting market testing is useful in the process of making relevant adjustments
to the prototypes and the creation of new versions of the products. Additional prototypes of the
new phone needs to be products and evaluated for market testing (Sheen, 2014). The final step of
the product development process is the overall preparation for launch of the new product. The
company will need to start the production of the products and advertise to the various distributors
who will support the chain for orders to the final customers.
Conclusion
In summary, the paper is able to determine the market of Apple iPhone 8 which is one of
the most appealing product for the target customers. The teenagers rely on the use of iPhone, as it
serves a good purpose in socializing with friends, listening to music and using social media
websites. Different target market features are important in aligning the company’s marketing
campaigns to increase the overall sales while reducing the amount of competition facing he
company. Apple Inc should organize the various survey questionnaires, both online and manual
market. Apple Inc will need to implement the various steps of product development. The product
development process has seven important steps which are critical. For instance, conducting
MARKET OF APPLE IPHONE 8 7
market testing is useful in the process of making relevant adjustments to the prototypes and the
creation of new versions of the products. These steps are critical in promoting the long-term
References
den Hartigh, E., Ortt, J. R., van de Kaa, G., & Stolwijk, C. C. (2016). Platform control during
battles for market dominance: The case of Apple versus IBM in the early personal
Ganguly, A., Das, N., & Farr, J. V. (2017). The Role of Marketing Strategies in Successful
Management, 1750016.
Heracleous, L. (2013). Quantum strategy at Apple Inc. Organizational Dynamics, 42(2), 92-99.
Sheen, A. (2014). The real product market impact of mergers. The Journal of Finance, 69(6),
2651-2688.
Winston, W., & Weinstein, A. (2016). Defining your market: winning strategies for high-tech,