Report: Apple Inc. Brand and Customer Analysis - Overview

This report provides an in-depth analysis of Apple Inc.'s brand and its customer base. It identifies the principal customers as high-income individuals aged 20-45, primarily managers and professionals seeking advanced features and user-friendly applications. The report examines customer expectations, including the desire for quality service, user experience, parental controls, simplicity of design, and excellent customer service. Apple's customer-oriented approach, which includes gathering customer feedback and developing processes based on changing needs, is discussed. The report highlights Apple's value proposition, which involves providing multi-sided value through relevant and futuristic technologies, prioritizing data security, and simplifying innovations. The conclusion emphasizes how Apple gains a competitive edge by understanding its target customers' needs, improving user experience, and addressing security concerns. References to relevant articles are also included.

Running head: BRAND AND CUSTOMERS OF APPLE INC.
BRAND AND CUSTOMERS OF APPLE INC.
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1BRAND AND CUSTOMERS OF APPLE INC.
Introduction
The brand value and the propositions align with the expectations of the customers with
the objective of improving the performance of a venture while operating in the different markets.
In this relation, the discussion will examine the principal customers of Apple Inc and the manner
in which the organization improvised its processes through the customer oriented approach of the
same.
Principal customers of Apple Inc.
The principal base of customers of Apple Inc. are male and female population from high
income groups and are within the age group of 20- 45 years. The occupational criteria of the
organization’s target market are specifically the managers and the professionals who expects
advanced features and user friendly applications while operating in their respective job positions.
Consumer expectations
The primary target market of the organization are the professionals who expects high
performance for the investment that are made by the same while making a purchase of the
devices or services that are proposed by the venture (de Man and Strandhagen 2017). Therefore,
the end users of the venture expects quality of service and the user experience through the
product offerings. On the other hand, the users of the organization’s offerings expects the devices
to provide them with parental controls and simple applications which would help them in
distinguishing their devices from the other propositions made by the existing players in the
market. At the least point Apple’s customers expect simplicity of design and higher
resourcefulness of the propositions along with great consumer service options. Therefore, the

2BRAND AND CUSTOMERS OF APPLE INC.
organization aimed at fulfilling the expectations of the customers with the purpose of retaining
the trust and confidence of the end users for relentless profitability of the same.
Customer orientated approach of Apple
The organization, Apple, aimed at improving customer relationships through gathering
feedbacks from the consumers and developing processes as per the changing needs. On the other
hand, the organization also developed a range of customer service options with the purpose of
retaining the trust and confidence of the customers over the propositions (Yang, Nam and Kim
2018). Therefore, the R&D department of the organization strongly relied on the assessment of
customer needs with the objective of retaining the loyalty of the customers over the offerings
made by the same. The major changes in the operations of the venture rested on the experience
related needs of the customers. In this elation, the organization initiated continuous innovations
in the line of offerings with the purpose of providing the customers with better propositions to
gain a competitive edge over the existing players.
Value proposition of Apple to the customers
The organization aimed at providing a multi-sided value proposition to the customers
through development of technologies that are relevant and futuristic to suit the changing needs of
the customers (Heracleous and Papachroni 2016). Moreover, the prioritization of securing the
information and data of the consumers enabled the organization in gaining over the trust and
confidence of the consumers towards the product offerings made by the same. Lastly, the
simplistic nature of innovations and the high relevance of thinking differently enabled the
organization in empowering the uniqueness of the devices and services that are provided by the
same to the customers.

3BRAND AND CUSTOMERS OF APPLE INC.
Figure: Multi-sided value proposition of Apple Inc.
(Source: Apple.com 2019)
Conclusion
Therefore, from the above analysis it might be stated that Apple developed the range of
propositions based on e assessment of the needs of the target customers. The clear identification
of the needs of the target customers enabled the venture in gaining a competitive edge over the
existing market players through improved user experience and adherence to security concerns.

4BRAND AND CUSTOMERS OF APPLE INC.
References
Apple.com, 2019. Site Map. [online] Apple. Available at: https://www.apple.com/sitemap/
[Accessed 3 Sep. 2019].
de Man, J.C. and Strandhagen, J.O., 2017. An Industry 4.0 research agenda for sustainable
business models. Procedia Cirp, 63, pp.721-726.
Heracleous, L. and Papachroni, A., 2016. Strategic Leadership and Innovation at Apple Inc.
SAGE Publications Ltd.
Yang, S. H., Nam, C., and Kim, S., 2018. The effects of M&As within the mobile ecosystem on
the rival's shareholder value: The case of Google and Apple. Telecommunications Policy, 42(1),
15-23.