Apple and Increasing Market Share

Apple Inc. is a successful developer of both computers and consumer electronics. The company’s most popular products include Macintosh computers, iPod mp3 players, iPhone smartphones and most recently the iPad, which is a hybrid of a tablet computer, and an eReader. Apple’s Macintosh computers, iPods, iPhones, and iPads all share characteristics that make them part of the general information technology industry. However, since they are very different products each belongs to a more specific industry. The Macintosh computers are included in the personal computer industry, iPods in the personal media player category and, depending on the model, the mobile internet device (MID) market and iPhones to the smartphone and MID industry. The iPad has not been released to the general public yet, but considering its various features it could belong to many markets. However, it will most likely be competing with the internet tablets, netbooks, and eReaders. Considering their competitors, one could surmise that the iPad will belong to both PC and eReader markets. By incorporating market assessment and predictions for each of Apple’s products, as well as consumer research into the promotional strategy, Apple will be able to improve its product sales 10% over 2011.
Macintosh computers are Apple’s oldest product category. Their price point is significantly higher than Windows based PCs. This knowledge, combined with Apple’s popular Mac vs. PC television ads, can tell us a little bit about Apple’s target consumer. In the Mac vs. PC ads, Mac is represented by a young, trendy individual while PC is represented by a middle-aged nerd. This depiction of Mac, coupled with its higher prices (the cheapest Mac sells for $999), tells us that Mac is trying to attract younger individuals, within the 18-24, 25-34 and 35-44 age bracket with a higher-than-average income of the $50,000-$79,000 bracket and above. Due to the higher price point, Apple is targeting college graduates, because they