Focused Differentiation.

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Focused Differentiation by Apple Corporation in Kenya
Apple Corporation is an organization from America that manufactures computers, computer software and other products that generally work with computers to aid functionality. The products include Mac Books, iPhones, Apple watches, Air pods, and home pods. One of its most popular product is the iPhone series mobile phones which are a great seller around the world. However, the price of an iPhone is usually comparatively higher than other brands of phones around the world such as Nokia, Samsung, Tecno, Infinix, Huawei and many others. Apple produces high-end products and focuses on premium buyers rather than markets that are interested in cheap products.
The Kenyan phones market is differentiated in two main ways: the urbanized locations like cities and big towns that have middle-class people with above average salaries and desire to buy expensive products that are considered high class; and the localized towns who consider the cost of everything they purchase more than its class or quality. The localized markets generally want phones that can work for them at the lowest purchasing price.
Apple Corporation has adopted the Focused Differentiation strategy in the three biggest cities in Kenya – Nairobi, Mombasa, and Kisumu. These are developed cities with a high population of above middle-class residents. The residents here are mostly workers of huge industries, and some even run international businesses.

To this population, class of their phones and computers matters; they want to be different not only in the social status they have but also in the kind of technology they have adopted. They have had this desire for a long time but the only way to get an iPhone has been importing it from other countries, however, Apple has now moved into the major cities and set up their stores there, to give choice to the people of a class to buy from them. The stores are located in the main commercial uptown streets of the three cities, where only the business class get way to, otherwise, things are too expensive for the middle class. The Westgate Mall in Nairobi city that has apple products is so classy that the prices of products can’t allow persons who are well off to go into it when they can buy same products at cheaper costs downtown (“Apple Retailer”). Apple has adopted this strategy to make sure that they are able to provide their products to interested customers without having to compromise their costs and resulting profit margins, and it works for them.
References
“Apple Retailer.” WestGate Shopping Mall, Westgate, www.westgate.co.ke/store-category/shopping/electronics/apple-retailer/.