Seven Models, Seven Strategies: Segmentation in the Modern Smartphone Market

Market segmentation has become increasingly sophisticated in the smartphone industry, with successful manufacturers offering devices tailored to specific customer needs rather than attempting to create universal products. The expansion to seven iPhone models reflects this market reality and positions the brand to compete more effectively across diverse segments.
Photography enthusiasts represent one clear segment, likely served by Pro models featuring advanced multi-camera systems, computational photography capabilities, and professional-grade video recording. These users prioritize imaging quality above other considerations and are willing to pay premium prices for cutting-edge camera technology.
Business professionals and productivity-focused users may gravitate toward the foldable device, valuing the expanded screen real estate for multitasking, document review, and content creation. The larger display enables laptop-like productivity in a portable form factor, appealing to mobile professionals.
Budget-conscious consumers find representation in the “e” model, which delivers core smartphone functionality and ecosystem access without the premium features and pricing of flagship devices. This segment prioritizes value and practicality over having the latest technology.
Technology enthusiasts and early adopters will likely target the iPhone Air, despite its limited availability, as a showcase for experimental features and a preview of future mainstream capabilities. These users enjoy the status of owning unique devices and providing feedback that shapes future products.