Apple Inc.'s target market is customers with unique needs when it comes to the purchase of electronic gadgets. Apple Inc. is perceived to defy the law of marketing and employ a rather unique marketing strategy where the company’s products are made to suit different end users’ specifications.
Apple is said to be one of the most unique marketers today by Forbes.com. It is no secret that the company has invested a lot in observing end users and developing products that suit each customer’s needs. This implies that Apple's customers spread across the demographic, social and economic factors that influence consumption.
A good customer experience requires that a company utilizes the best of the product developed. In that sense, the most interesting characteristic about Apple Inc. is that it introduces products to compete with themselves. This strategy is derived from the perception that if Apple does not introduce a competing product, another company is bound to do so. A perfect example is when Apple introduced the iPod. Afterwards, the company went on to develop the iPhone despite the fact that the two products both play music.
In business, there are those who design products simply to make money. There are other companies who design products that are innovative and intellectually advanced, in order to create a brand. Apple is able to combine these two features and develop products that integrate customer experience into design, thereby creating a brand and establishing a good market share.