Living in a Microsoft environment before I got my first iPhone I remember how difficult it was to get things to work. Not the value proposition itself Tech that Works The design, which many people say is important, is an outward and visible sign of the value proposition. Their Apple devices are a way of letting them make their statement about who they are and what they are doing. The value proposition is that Apple is for the people who Think Differently, who see the world differently, who change it. In the years since the original advert, shown below, it has developed into a philosophy that spawned the design style The Apple Value Proposition revolves around three core concepts. Speed of service, advanced features and capabilitiesĪdapted from an Article by John Dudovskiy at Research Methodology Apple’s Customer Segmentation – Psychographic SegmentationĪdapted from an Article by John Dudovskiy at Research Methodology Value Proposition The Apple value proposition focuses on the beautifully simple design on their website front page In the tables below Apple’s customer segments are broken down across a number of different measures, geographic, demographic, behavioural and psychographic Apple’s Customer Segmentation – Geographic SegmentationĪdapted from an Article by John Dudovskiy at Research Methodology Apple’s Customer Segmentation – Demographic SegmentationĪdapted from an Article by John Dudovskiy at Research Methodology Apple’s Customer Segmentation – Behavioural Segmentation Designers and entrepreneurs both use and love Mac products but in 2019 this is a relatively small proportion of Apple’s revenue. There are smaller customer segments that it focuses on for non-handheld products. It may be marketed as a premium product but it is a mass-market electronic good. They may be middle class and fairly affluent. That is hundreds of millions of consumers.

Customer Segments in the Apple Business ModelĪpple’s business model targets mass-market consumers.

Because they are so attractive they deliver great status and productivity to users leading to a premium price. Apple Business Model CanvasĪpple creates consumer electronic products that have amazing design and usability and bundles them with software products to lock consumers in. What is Apple’s business model? In this video, I describe how Apple makes money by working through all 9 components of Apple’s business model canvas.

Apple business card template