Apple’s customers among ‘sociologically elite’
Posted by Dennis Sellers 
Sep 15, 2008 at 2:00am
Apparently we’re (and I’m including YOU since you’re reading this) in an elite group. Apple’s customers are like no others—“a rich blend of the most sociologically elite with those seeking elegant, simple computing,” says Research and Markets. And the future only looks brighter.
A new study by the research group says Apple’s panache has enabled them to maintain some of the highest margins in the industry, while also sustaining a brand loyalty level which is the envy of many. Now Apple is making surprising and measurable progress against Windows’ dominance with a multi-pronged strategy involving broadened retail, mobile computing, and non-computer products and services, according to ABI Research.
The research group says that, in addition to singular demographics, Apple’s users have a unique profile in the ways they use their personal computers. Unlike users of Intel/Windows computers, a significant portion of Apple’s users are active, exploratory, avant garde and early adopters. The activities they enjoy are unique in the way that they more-often incorporate rich media such as video and music as well as more-active prosumer behavior than many more-passive Windows users.
Passive? Well, that certainly doesn’t describe me. Or you either, I’d guess, dear reader. And with the growing number of Mac users and Apple fans, it seems our group is just getting bigger and bigger.
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Dennis Sellers
Dennis has been a newspaper editor/reporter (seven years) and teacher (seven years). He has over 10,000 magazine, newspaper and online articles to his credit. He has also covered the Mac and tech industries for over a decade for such online publications as MacCentral, MacMinute and now MacsimumNews.
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