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Since the iPhone is such an elaborate tool, it is likely to be used more as computer than as a telephone. This narrows down their market. Apple's main consumers and iPhone buyers are the teenagers, who make the purchase as the product is cool, and the it community, which buy the iPhone for its utility.
The adolescents' market segment is a highly important one as the teenagers represent a main target in promoting the iPhone. They buy the product to be in fashion, to make a statement. And most of these purchases are based on the strength of the Apple brand. "Apple is one of the leading branding companies in the world. Marketing experts like Marc Gobe argue that Apple's brand is the key to the company's success."
In order to increase their sales on the adolescents' market segment, the company must remain alert to all changes in the environment, changes which may affect customers' behavior and demand. Apple must be able to foresee future needs and satisfy them. Furthermore, they must develop and improve the iPhone to make it more appealing. In this order of ideas, they should add in new features, such as the possibility to use music in mp3 and mp4 formats as ringtones.
To increase sales onto their second market segment, the it community, the Apple Company must also identify all future needs and satisfy them, but not to make the product more fashionable, like with teenagers, but increase its utility. For instance, they could empower users to also edit documents, rather than just read them.
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