With the rise of the world's most valuable brand, 'Apple', it becomes essential to understand how it achieved this number one position. As a consumer, it is important to recognize that the strategies implemented by Apple have been used as a powerful marketing tool for several reasons (Summers, J., Gardiner, M., Lamb, WC, Hair, FJ & McDaniel , C., 2005). One reason is that marketers and managers are able to more precisely define customer wants and needs (Summers et al. 2005). The objective of this essay provides an overview of how Apple uses a customer-centric marketing strategy to segment, target, differentiate and position its iPhone product to consumers (Kotler, P., Burton, S., Deans, K ., Brown, L). . and Armstrong, G., 2013). A marketing mix analysis is used to support the iPhone positioning strategy. Market segmentation is a necessary strategy when a company selects the customers it will serve (Tynan, C. & Drayton, J., 1987). “Its objective is to identify and delineate market segments which would then become targets for the company's marketing plans” (Tynan, C. & Drayton, J., 1987, p. 301). This suggests that it is relevant for businesses to better understand their consumers and their particular interests. Apple, well known for its innovation and uniqueness, segments its iPhone products using multivariate segmentation, where multiple variables are considered (Kotler et al., 2013). As Apple offers a wide range of iPhone models such as iPhone 5s and 5c, its consumer markets mainly consider demographic, psychographic and behavioral variables (Tynan, C. & Drayton, J., 1987). As Apple chooses its segmentation bases by analyzing and creating a profile it targets, it evaluates paper needs through its advertising activities which aim to focus on psychographic variables. For example, the first image (Appendix 2) expresses the feeling and personality of the iPhone 5c through its variety of colors that attract consumers to purchase the product (Cox, J., 2013). In conclusion, many companies implement a customer-focused marketing strategy. strategy which aims to segment, target and position its market. Apple, an organization known for its extensive innovation in electronic products, uses this strategy to better understand the consumers it will serve. Yet two appendices used to support Apple products, the iPhone 5s and 5c, position the author in his primary target market as a university student, with the support of a tailored marketing mix. The marketing mix contributes to the achievement of Apple's overall marketing strategy by meeting consumer wants and needs..