target audience: TECH SUPPLIER Publication date: Jun 2023 - Document type: Market Perspective - Doc Document number: # US50791623
How Apple Is Finding Success by Targeting a Majority of IDC's Future Consumer Categories
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Abstract
This IDC Market Perspective assesses how Apple is finding success by targeting a majority of IDC's future consumer (FC) categories. IDC's future consumer research builds on the concept that to serve consumers well, you need a holistic view of their needs, not one seen through the lens of one technology, device, app, or service. IDC's Future Consumer Framework illustrates this through eight primary categories of a consumer's life: entertainment, money, shopping, personal mobility, travel and dining, lifelong learning, well-being, and the home. Perhaps no technology company has moved to serve customers across more of these categories than Apple.
"Apple has leveraged its substantial and growing hardware installed base to launch a range of services that target consumers that have already largely bought into the company's broader ecosystem," says Tom Mainelli, general vice president of IDC's Device and Consumer research. "While Apple is uniquely positioned to do this, with successful services in five of our eight FC categories, it is important that all consumer-centric tech companies think carefully about how they can potentially leverage existing relationships to serve consumers across more areas of their lives."