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Brand Analysis (IPHONES OF APPLE)



Apple is one the biggest company in the US, instituted in 1976 by Steve Jobs, Ronald Wayne, and Steve Wozniak. The company started as an individual computer innovator that enhances everything from laptops to portable media players. Its headquarters are in Cupertino, California, the clients of electronics giant penetrated the Smartphone market in 2007with the iPhone (Janik, 2011).

The company specializes with iPhones and iPhones 6 is the latest version that started in September 2014. IPhone 6 is among the latest models of the Apple Company. The model has a 4.70-inch touch screen display with a resolve of 750 pixels by 1334 pixels per inch (Khosrow-Pour, 2013). The Apple iPhone 6 comes with 1GB of RAM; Apple A8 processor powers it, the phone has 16GB of internal storage, which is not expanded. The Apple iPhone 6 run iOS 8.0 and it is also equipped with an 1810mAh no removable battery. It measurements are 138.10 x 67.00 x 6.90 (width x height x thickness) and a mass of 120.00 grams (Khosrow-Pour, 2013)

The Apple iPhone 6 packs an 8-megapixels primary camera on the rear and a 1.2-megapixel front shooter.

Apple Company specializes in iPhones with the main target group being the youths aged between 18-35 years. The youths can get the maximum utility of the features of the Apple products. The youths include the young population covering students and young working professionals. Youths are expected to have a high income and lives in metros or mini metros. The Apple products are not affordable to people of low income due to their high cost (Khosrow-Pour, 2013)

The target group of Apple products users is interested in the most appealing features such as stylish appearance, user-friendly technology, sensitive touch and many applications (Strähle, 2015). The brand name itself is another driving force among these target groups; these are so because one feels privileged using an iPhone and makes one to be very conscious of his status or image in society, fashionable, tech-savvy, and an extrovert (Strähle, 2015)

By far, the brands of Apple users like spending lavishly and choose to buy branded products only. The youth and the professionals like to socialize and live and indulge in expressive activities. Mostly, they are influenced by mainly peers and friends. Most of them get the initial hand experience of using iPhones that belonged to their peers, friends or family members that triggered their drive to purchase one. Ironically, it was noted that the supplier’s role in influencing this group to buy their products was negligible. The power comes from within the group as stated therein (Strähle, 2015)

Effects of consumer trends on the product and ways to improve them

Technological dynamics is among the most significant consumer trend in any market. Its consumers are mostly youngsters who are high-income earners in society and who keeps on changing. Although this group of Apple iPhone 6 users also comprise of affluent business people who love using new technology, the greatest section consists of youth who are eager to explore new tastes when there is one in the market. Apple Company must be conscious of the macro environment and social trends which keep on changing over time. There are a lot of dynamics in technology and what is up-to-date today might be obsolete or outdated tomorrow. Apple development of its products is evident of how these dynamics works in the market; iPhone 3G, 3GS, 4S, 5, 5C, 5S, 6, 6 Plus. The new version of products must keep up with the trends in technological changes to fight competition from rival companies. If the products are not up-to-date, the consumers will go from the substitutes.

The Apple Company also should have consistency in their visual identity. Most of the products target groups are more sensitive in this. Visual identity is far more than just a logo. It has more emphasis on look and feel, it involves having a common overarching design, this includes standard colors, fonts, and consistent in logo treatment. Everything should look as if it come from the same company. For example, a person reading a brochure should see a visual connection with what he/she finds in the website. This will help the target group to connect much with their services. Ignorance of visual identity may lead the company the consumers shifting to familiar brand of products.

Mostly now and in future, transparency will be among the factors that will be enhancing the sustainability of products in the market. Consumers are increasingly continuing to exert power and influence in the market. For a product to withstand pressure in the market, it will be assessed on the exact time picture of what it has done in the interest of the consumers, at any given time. If the customers feel their interest were not well served, they will shift quickly to other substitutes. Apple Company should ensure their products serves the consumer interests depending on their cost.

How to reach their target audience is another challenge or trend that requires an analytical examination. Due to current dynamics in technology the company should keep ahead on the best channels to reach their potential consumers. They should think not of digital marketing but commercialization in a digital world. They will be required to use the marketing technologists who have a weighty digital DNA and technology intelligence. They will be incorporated effortlessly with the marketing groups who will guide them on matters involving marketing strategies.

Generic, expected and augmented levels of the products

Apple iPhone 6 is better than its predecessors in essentially every way and so many areas. It is easy to use and makes it painless to use to get help if you have a problem (Wooldridge, 2010). IPhone 6 has some new color options from its predecessors; also, from the colors that were there before rose gold/white is also available in the market. It is a bit heavier the performance is fast for its internal components are highly improved. Improvement in its RAM is among other many improvements that users are celebrating.

There is an expectation that Apple iPhone will cut its production by about 30%. The reason for cutting off their productions is a lot of inventories due to high exchange rate making the products more expensive in emerging. It’s expected that its output will go back to its normal levels in April.

Improvements on iPhone 6 which can ensure sustainability

The smooth aluminum body that makes the iPhones slippery and can easily drop is a major complaint from its consumers. It is advisable to replace it with a more good case that will provide an excellent grip and protect the phone if it drops (Sackelmore, 2014). The improvement makes the complaints more comfortable with the product.

Diversifying the handset choices for the users of iPhone lines is another challenge to the company. Users have a complaint as a result oflack variety to select handsets when one is using iPhone line. Apple should design its product in a way that these consumer complaints are addressed. This improvement will still retain and sustain the best iPhone 6 features (Sackelmore, 2014).


Dave Wooldridge, M. S., 2010. The Business of iPhone App Development: Making and Marketing Apps that Succeed. s.l.:Apress,.

Janik, E., 2011. Apple: A Global History. s.l.:Reaktion Books.

Khosrow-Pour, M., 2013. Cases on Emerging Information Technology Research and Applications. s.l.:Idea Group Inc (IGI),.

Sackelmore, J., 2014. iPhone 6: An Easy Guide to the iPhone 6 & iPhone 6 Plus 50 Best Features. s.l.:Conceptual Kings.

Strähle, J., 2015. Emotionalizing Fashion Retail. s.l.:BoD – Books on Demand.

Tavana, M., 2014. Analytical Approaches to Strategic Decision-Making: Interdisciplinary Considerations: Interdisciplinary Considerations. s.l.:IGI Global,.