Corporate Strategy

An iconic product from Apple that exemplifies product development is AirPods.

AirPods work as a bluetooth companion to apple devices, and as such is marketed to Apple owners and specifically iPhone owners.

No new markets are targeted by Apple's advertising; there are other Blutooth headphones that provide for non-Apple devices. AirPods are for people who own Apple products and specifically those who own iPhones. Before, AirPods were seen as a necessary companion to iPhones, and were bought alongside iPhones. Nowadays, AirPods have taken on a meaning as a status symbol, perhaps boosting iPhone sales as well.