Generally, the paper "The Youth Use the iPhone4, Their Buying Behaviours " is a perfect example of a marketing case study. Apple Inc. is one of the largest companies globally; it is synonymous with producing high ends technologically advanced products like computers, laptops, tablet PCs and phones. Apple has been producing modern devices which operate on their Mac OS platform, the company has on the recent front ventured into mobile phone and entertainment sector which was for a long time, not their traditional market. The high-end iPhone product was launched in 2007 by Apple to target the mobile phone industry.
Due to the success of the earlier models of the iPhone, Apple released the iPhone4 in mid-2010 in Australia where it gained popularity among the youth in areas like Sydney, the iPhone4 operates on the Mac OS and it is powered by several features and capabilities. 3.0 Apple’ s marketing approaches Apple has ploughed in the use of many clever marketing strategies in marketing its iPhone4 to the youths. During the design of the iPhone4, Apple put into consideration that it was going to target the youth and make them loyal to the iPhone4 brand.
For instance, young people between the ages of 18-25 yrs in Australia have a preference for buying stylish phones and iPhone4 embodies a stylish design that is attractable to the youth (Tuunanen, 2010). The iPhone4’ s market target was selected along several lines and the smartphone could be marketed to persons between the ages of 18 to 45 yrs due to its numerous enhanced features and capabilities. The iPhone4’ s Wi-Fi feature is mainly applicable to young people of Sydney due to the fact that these people are upwardly mobile and prefer using the internet very often at any time and place (Clay, 2009).
The iPhone4 being a 3G enabled handset enables young people to access the internet through (Enhanced Data Rates for GSM evolution) EDGE or (High-Speed Data Personal Assistant)HSDPA networks and it has a capability of multimedia messaging making it a must item to buy for the young in Sydney. The iPhone4 was launched in mid-2010 in Australia and this was after a much-hyped release in other countries like the USA and Europe.
The phone’ s multimedia features which allow users to download music, video and other content from the internet has endeared it to many young people (Oppenheim, 2008). The iPhone4 screen display is high quality and it allows users to play video and view pictures easily since the screen can adjust itself to a screen resolution suitable for the user. Apple’ s intentions of allowing developers to develop applications that could be used together with the iPhone4 were the best marketing approach in targeting the youth. These applications (Apps) are developed to suit the needs of different youths globally; the youth in Sydney make use of these Apps in meeting their desires (Martinez, 2009).
There are millions of Apps developed for use with the iPhone4 and coupled with iPhone4’ s gaming abilities; young people between ages of 18-25 yrs find it more efficient to suit their desires (Miller, 2008). The iPhone4’ s targeted features to attract young people to buy the phone include the phone 2MP camera used to take and share photos easily, while it has an easy to use touchpad user interface.
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