Chapter 4: The Market Environment of Apple

Apple targets middle and upper income consumers who are willing to pay a bit more for a better user experience and consumers who like to have fun with technology. Wheather your a 60 year old photographer, 30 year old music composer, or 12 year old music fan, apple has a product for you. Apple's market enviornment like any other compainies consist of the macroenvironment and the microenvironment components. The macroenvironmental factors deals with the performance, structure, behavior and decision-making of the entire economy. The microenvironmental factors includes dealing with customers, employees, suppliers, shareholders, media, and competitors. Apple has a unique way of marketing amd dealing with these factors. They have risen to the top of the tech prymid with their mastery of marketing, closing, and follow up.