The apple trying to understand consumer behavior by leading user research not by marketing research. the Apple don't use the market research they use the experience working leading the user research. they did research base on it UX designer experience.UX culture is the critical background piece that sustains a sharp focus on users and design at Apple.
Apple Inc. is an American multinational corporation that designs and manufactures consumer electronics and computer software products. The Apple main target customer is the college or university student or business people. For those kind of people they include in some character need. First they are no hassle, dummy proof, they want the friendly user experience. Secondly, some of those people want to buy the apple just because the beauty in design. thirdly, some of people who is a fans of apple. They carry around apple products as a symbol of what they want to project about themselves.
In order to fit those kind of people. Apple use twitter as platform to show how Siri can help user improve the user experience. The show the picture and video for daily life how people use Siri help to resolve problem. In the other hand, the apple have the different blog such as "You Can't Innovate Like Apple". The apple trying to connect the apple equals to Innovation. The lead the customer believe the apple is the truly fundamental for apple. Finally the apple still use video on YouTube and blog to show how they made the shape change for the apple product. such as the blog "The Shape Of Apple’s New iPhones". They are not just innovate the shape the color they still telling the customer what is the detail the apple had change for there products.
Cite
http://pragmaticmarketing.com/resources/you-cant-innovate-like-apple?p=2
https://www.youtube.com/watch?v=svgCN5Dbefo
https://twitter.com/AppleSupport?lang=en
https://techcrunch.com/2015/09/06/the-shape-of-apples-new-iphones/
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