Customer Persona Creation

Para Apple, entender a su público objetivo es importante, ya que de esta manera

puede desarrollar sus productos de acuerdo con las preferencias de sus
consumidores potenciales.
Para poder entender de mejor manera al cliente potencial de Iphone, hemos
desarrollado un análisis de su segmentación de mercado en donde explicaremos a
mayor profundidad las características de un consumidor Apple.
Demographic Segmentation
 Age
The segment that has the greatest preference for an Apple product are young
adults between 18 and 34 years old. If we consider the generations, it has
been the millennials who have given it a lot of popularity, although in recent
years Apple has grown rapidly in generation X, due to the presence of this
group on social networks.
 Gender
Its target audience is made up of 45% women and 55% men. Men being the
market segment with the most preference for the brand .
 Income
"Their target audience is based on a medium-high to high population. The
annual income of a Apple consumer earns is approximately $53,251 (Start.io,
2024)", much more than what a person with preferences towards other
brands earns. Which shows us Apple's consumer preferences towards high-
end, luxury and exclusive products.
 Education
The vast majority are people with university studies, who highly value the
productivity of their device and the prestige of the brand.
Apple consumers are characterized by preferences such as: value for innovation,
tastes for elegant designs and functionality of the device in technological terms.
Geographic Segmentation
Apple is a very strong brand in the global market and very well positioned. Its
flagship product will always be the iPhone, since, over many years, it has been the
product that for decades has given the company the highest number of revenues in
sales. Importantly, its popular market is North America, according to the most
recent update "Apple's market share is largest in the Americas, with $37.6 billion in
net sales in the third quarter of 2024 ((2024 Update) Apple Target Market Analysis –
Apple Demographics, Marketing Strategy & Competitors , 2024) where it registers
most of global sales.
Psychographic Segmentation
Lifestyle and Interest
They are people who are characterized by having preferences for aesthetics and
avant-garde designs, they are attracted to new technologies regardless of the price,
since they have the power to acquire it. Like all of its Apple products, the iPhone's
design will always be sleek and sophisticated, which gives us to understand that
iPhone "is popular with those who consider it a status symbol that reflects their
lifestyle and social standing (Keegan Edwards, 2024)”.
Apple has classified its consumer profile as someone who is "aspiring," "successful,"
and "explorer." They are people with high incomes who appreciate good things and
who will always look for premium products that improve their lifestyle (Pereira,
2024).
Values and Attitudes
It is interesting how iPhone values who its customer is and tries to take care of
those who have given it their loyalty. All these people are characterized by being
inclined to innovation, quality and having a strong emotional connection to the
brand. Apple users recognize that iPhone is in keeping with their "sophisticated"
lifestyle, and Apple reminds them that their ideal product for that lifestyle will
always be iPhone.
Behavioural Segmentation
This classification is characterized by consumer behavior based on their preferences
and interactions with the brand's devices. Studies have shown that once an Apple
user has created relationships with the brand, they are more likely to choose to
upgrade their device to the most current one than to choose some other brand on
the market. For Pereira, "Apple's loyal customers tend to upgrade to the latest
models, and it is estimated that 85% of iPhone sales come from existing users
(Pereira, 2024)”.
iPhone consumers are also attracted to having the ease of pairing their devices and
sharing their information with each other, which is currently known as the Apple
Ecosystem.
Users not only value innovation and design, but also value its functionality and the
security that the brand provides them in terms of data and password protection. All
devices control the entry of information from Internet pages and the download of
applications from the App Store.
Customer persona Creation
Thanks to segment analysis we can determine the ideal customer persona for
Iphone.
Our candidate is Michael Jones, 29 years old, single, residing in the city of Chicago,
Illinois. He graduated from university with a degree in international business and a
diploma in e-commerce, currently works for a medium-sized trading company as an
operations assistant and earns $50,000 annually.
Demographic Profile:
Age: Michael is 29 years old, for apple his ideal customer is already among the age
range with the highest consumption of Apple products.
Gender: Men represent 55% of consumers in. Which makes it perfect for Apple.
Income: Michael's annual income is 50 k, which gives him the purchasing power to
acquire an Iphone.
Education: Michael, being a young professional with a focus on administration,
commerce, operations and market trends. You are looking for products that offer
you quality and innovation.
Geographic Profile:
Living in Chicago, it is one of the economically active cities in the United States, and
it also represents a place with the largest number of buyers in the North American
country.
Psycographic Profile:
Michael is drawn to being a person who seeks to achieve many professional
accomplishments and succeeding in his field of work. Look for products that fit their
professional lifestyle but also a product that fits their personal needs. Michael is also
an exercise lover; through iPhone he can record his progress and measure his
calories.
As we mentioned, Michael is attracted to the innovation and quality of Apple
products and best of all, he enjoys every update, which allows him to always be
ahead of the curve.
Behavioural profile
For Michael, having Apple products has been the best decision of his life, it has
made his job much easier since he can link devices to share information in a matter
of seconds, being in the business world he needs to have his data and information
updated and take them with him wherever he is, it is for this reason that he also
values iPhone, because it provides security and allows you to have all your
information organized more efficiently. He is part of the 85% of the population that
has chosen to renew their device to the most current one, which means that they
have created a connection and loyalty with the brand.