Needs are the recognition of any difference between a consumer’s actual state and some ideal or desired state. The actual state of the customer is someone without an iPhone, the desired state is someone with an iPhone. Apple, the creators of the iPhone, came to the conclusion that the need for mobility, flexibility and reliability are key to satisfying everyone involved in the marketing process. The customer has to be able to use the iPhone everywhere and always have a connection, it needs to be possible to use it the way you want it to use, and you have to be able to rely on your iPhone to work at all times. There are a couple of types of needs, but the need for an iPhone is a social one. The need to be in touch and to receive belonging and affection in an easy way. As an iPhone is a media product, there are five motivations for consumers to use one. Apple followed a few of these motivations at its best. An iPhone increases your self-confidence, status, and reassurance, you can always be involved in everything that is happening and you will never feel left out. This tells us that personal integrative needs are met. The social integrative needs are fulfilled since there is no easier way than an iPhone to talk to your friends and discuss, for instance, the same show you are watching from a different place. These two points make the key points that Apple wants to fulfil more understandable.
The way that Apple fulfils the desires of the iPhone consumers are the wants. Next to mobility, flexibility and reliability, they also stand for integration, innovation, ease of use, and high-quality user interfaces. Starting off with the outside, the iPhone is specially designed to fit comfortably in your hand, it is thin and lightweight, making it easier to use. The iPhone is one big touch screen and has almost no buttons, this makes it faster to use. With every new iPhone generation comes a better camera, letting the consumer make full high definition photo’s. The...
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