Positioning

Apple has always appealed to peoples emotions and feelings which has also been the positioning strategy for the iPhone. The iPhone gives a high stress on design and simplicity of interface. The iPhone has been driving innovations one after the other and promotes itself as years ahead of its competitors. Has been a phenomenon among fans on blogs and has given birth to new terms like unboxing. Unlike competitors, the language of advertisements is jargon free and eye catching. Creates a lot of excitement around a product launch and limit on availability further leads to a mad rush for iPhones. Lays high stress on customer feedback. A public apology for map debacle in iPhone 5 by Tim Cook & dissolving of complete team for antennagate in iPhone 4 proves this.

USP
Continued innovations capacitative touchscreen, seamless connectivity across all apple devices, iSiri, gesture controls User interface which is simple yet engaging Full Featured iPod like ability to store and play music iPhone applications for virtually any desire the customers might have Smartphone with extreme customization which allows freedom and creativity iCloud, iTunes,iStore Eye catching and aggressive taglines: At least 5 years ahead of competition - during iPhone launch The first phone to beat iPhone iPhone 3G tagline If you dont have an iPhone, well, you dont have an iPhone iPhone 4 tagline The biggest thing to happen to iPhone since iPhone iPhone 5 tagline

TARGETING
iPhones target market consists of following groups of consumers:
Target Details Needs Features/ Benefits of iPhone Professionals/ Business Users Age :20-54 High salary/high income Stay in touch on the go Multitasking Push mail iCloud Instant Messaging Calendar/ Synchronizing apps

High School/ College Students

Age : 17-25 Fashion Oriented

Internet Camera Music Social Networking

3G/Wi-Fi 8 MP camera Music and video player Facebook and Twitter integrated Learning apps

Family users

Age group 20-40 Mostly females Tech savvy

Staying in touch Superior Design Ease of usage

World class designing Simple interface Facebook and twitter integrated

People with disabilities

Visual, Hearing, Learning disabilities

A device to help them in day to day activities

Voice input functions Guided Access for people with autism Assistive Touch for visually handicapped

Segmentation
GEOGRAPHIC Available in different countries at different point of time. Special focus on China, worlds largest smartphone market. DEMOGRAPHIC For high income/upper middle class as well as aspiring buyers. PSYCHOGRAPHIC Marketed as a lifestyle and a premium product. BEHAVIOURAL Apples loyal customers. Bringing customers to a world of Apples products and technologies. For innovation seekers and first movers

Positioning
For several years Apple Inc. has created a strong brand personality. Apples strategy is to appeal to peoples emotions and feelings.