MARKETING STUDY OF THE IPHONE 15 PRO MAX IN THE 1ST QUARTER OF 2024 BASED ON SOCIAL AND MICROECONOMIC ASPECTS

Abstract

This article conducts a market analysis of the iPhone 15 Pro Max within the Brazilian context, highlighting its strong sales leadership in the first quarter of 2024 despite its high price. The study aims to understand this phenomenon through social and microeconomic aspects. Although the product’s success can be partially attributed to its technological innovations, the article emphasizes that its appeal goes beyond functionality, rooted in the desire for social recognition. This aligns with Apple’s strategy of not merely selling technology,but offering a sense of belonging and the lifestyle aspired to by young people. For this reason, low-income consumers often strive to purchase an iPhone, as it symbolizes acceptance and status. The success of the iPhone 15 Pro Max cannot be explained solely in terms of economic rationality or technological innovation, but rather by how a combination of social, symbolic, and psychological factors influence contemporary consumer behavior.