Introduction
In the current technology industry, there is no doubt that Apple is the biggest technology company in terms of total assets and revenues. It has several lines of business with one of them being the Mac computers. There are several lines of Macs that include the MacBook, MacBook Air, MacBook Pro, Mac Mini, iMac, and Mac Pro (Apple Inc., 2016). It also sells several of Mac’s computer accessories. They include Magic Mouse, Thunderbolt Display, Magic Keyboard, Magic Trackpad, Time Capsule, and AirPort wireless networking pads (Apple Inc. 2016). All these products address a variety of needs for the consumers that include the primary, secondary, ignored, and required needs.
The Primary Needs
There are several primary needs that MacBook addresses when consumers are seeking to buy this product. One of them is the fact that Apple’s MacBook is a quality product that can be classified or targets the high-end market niche. The cheapest MacBook is the MacBook Air 11-inch that goes for $900 with the most expensive being the MacBook and MacBook Pro 13‑inch with Retina display at $1,300 (Apple Inc., 2016). It is one of the business strategies that Apple has pursued in recent times with these products being of a high quality. A good example is the new MacBook that has a battery life of up to 12hours. It is also one of Apple’s lightest laptops ever to exist at 2.03 lbs (Apple Inc., 2016).
Another primary need that MacBook is able to satisfy is its superior technology devices and compatibility with other devices. An example such as MacBook Air has got a solid, all-aluminum construction with Intel dual-core processors of the latest model (Apple Inc., 2016). In addition to its lightweight, it has a set of solid ports that are used for connecting a 13″ model SD reader, Thunderbolt, and USB 3.0 devices (Apple Inc. 2016). Additionally, the MacBook has got superior graphics, memory, and processors that cannot be found in other competing products. It is an aspect that appeals to consumers who are loyal to such brands.
Secondary Needs
At the same time, Apple is focused on fulfilling the secondary needs of consumers that give it an edge when gaining more customers. One of the things it does so well the art of creating attractive, unique, and exciting designs. A good example is found in the features of the MacBook such as longer battery life, state of the art processors, and superior computer graphics that are not found in most devices (Apple Inc., 2016). These are features that most customers will be looking for when purchasing these products since they have an appeal that is challenging and exciting. Additionally, the company is continuously focused on launching new products that are even better than the previous ones. In essence, the MacBook is dynamic and always out there exploring innovation.
Another thing that distinguishes the MacBook is their interactive experience that is identifiable with a certain line of customers such as students. Apple products appeal most to students who find them easy to use due to their portability and features that are compatible with the needs of your average student juggling between school and jobs. On the same breadth, MacBook security features are another thing that attracts customers since it has a built-in security system tools such as Gatekeeper and File Vault 2 (Apple Inc., 2016). It would be very easy to walk away from these products if there are no such attributes.
Required Needs
It is also worth outlining the required needs that are fulfilled by Apple in its line of business. One of the needs that can be considered as minimal that saw MacBook address the needs of customers is its interactive and unique features. In all the competing products, the thing the appeals most to them are products that are interactive and unique. It could be attributes such as portability, long battery life, or even high-speed processors. The MacBook has managed to address all these needs quite efficiently. It is hard for any company to survive such an industry if it fails to meet the minimum thresholds of products that satisfy the needs of consumers. In fact, almost every company out there is engaging its R&D departments to come up with unique products.
MacBook has also managed to create a dynamic product feel that is constantly being upgraded when it comes to its features (Apple Inc., 2016). Over the years, MacBook has been on an upward rise since the first product of its kind was launched. Every product provides a fresh experience from the previous, and that is exactly what defines this industry. It is hard for a particular product of this nature to remain stagnant without the presence of new and innovative products. The consumers are always intent on requesting and looking for new products as technology advances. A few years ago it would have been difficult to imagine a laptop that would be as light as 2.03 lbs. It is now a reality, and this can only mean the future is looking promising for the MacBook and the industry on the overall.
Ignored Needs
The MacBook just like any other product cannot lack an ignored need that customers can identify. One of the ignored needs is the fact that the price range of the MacBook is not concerned with the people at the lower end or even the middle class. The products are focused on the high end for those whose money is not an issue but the attributes of a product itself. Some of the consumers in the middle class that may be willing to purchase these products might feel offended since the company is not in any way focused on lowering the prices to satisfy them. It is either they can afford or not. There are no two ways about it.
Another ignored need is the fact the MacBook processor is having an issue with most customers especially when compared to its price value. It has been alleged that it is slow. A good example is the new MacBook that comes with1.3GHz, 1.2GHz, 1.1GHz fifth generation dual-core Intel Core M processor (Vigo, 2015). It has an 8GB RAM with a memory storage option of 256 GB or 512GB. However, its speed despite these features is not as fast (Vigo, 2015). It is something that is becoming an issue of concern bearing in mind speed is a key component for those purchasing these high-end products. It is quite unfortunate that its $1299 does not justify its lack of high speed.
Conclusion
In conclusion, it is clearly evident that MacBook is one of the best products to ever grace the laptop line of business due its superior features and attributes that are unrivaled. The product seems to meet the primary, secondary, and required needs quite efficiently and satisfactorily. However, it has to address some of its ignored needs that can be costly in the long run such its processor speed. Nonetheless, MacBook continues to set the pace when it comes to advanced and state of the art technology in laptops. Despite the fact that it is mostly concerned with customers at the high end, it plays a big role in influencing competing products that are on the cheap to up their competitive edge. There is a possibility this is only the beginning of superior technology. The consumers can only wait.
- Apple Inc. (2016). Apple Inc. Profile. Web. Retrieved 07 September, 2016 from
- Vigo, J. (2015, Mar 21). Apple’s MacBook lineup: Which works better for business? Web. Retrieved 07 September, 2016 from
