A Rhetorical Analysis Of Iphone 6s

About this time every year, along with pumpkin spice lattes, comes the announcement and the excitement of a new iPhone from Apple. This early fall hasn’t been any different. Just last week the electronic giant announced their new installment in their phone product line; the iPhone 6s. In the commercial cited above the company sets its consumers up with the tag line “not much has changed” which most Apple product enthusiasts, especially those who just got the 6 that came out last fall, would say I hope that’s not the case. Rest assured within seconds of that tag line the women (made to sound like the electronic assistance Siri) starts to rattle off all the new features. From better finger heat response, to improved camera quality, Apple is …show more content…
In this advertisement you can see that Apple uses behavioral segmentation to identify the target market. The behaviors the ad addresses is those who value efficiency, photo taking, as well sleek designs. That being said the target market seems to be undifferentiated, mainly because they look at what the majority of consumers want out of their phones, as I mentioned earlier phones have come a long way from just needing to make a simple phone call, they now are needed for; business transactions, taking photos and videos, and to keep track of your fitness goals along with so much more. All of which are features reflected in the ad. The target is also reflected in all the actors seen, from young kids reading a paper, to 20-30 something girls taking photos at an event, there are even cameos by Selena Gomez and Bill Hader. This broad range of consumers enjoying the 6s features gives you the idea that it should be easy enough for anyone to use, as well as it is special enough for celebs to have. Furthermore based on all the aforementioned features the Apple commercial for the new iPhone 6s takes the position of versatility and functionality, which can be enjoyed by customers young and