Apple's target audience for the iPhone 6 and 6+ are younger, more educated, urban consumers who earn over $75,000 annually. Most Apple consumers use their iPhone to simplify their lives. The iPhone 6 is a 4.7-inch smartphone that is 6.9mm thick, comes in white or black, has a modern design, and offers applications to make life easier. Top competitors of Apple are Samsung, Google, and Microsoft. The strategic message for the iPhone is that it is more than just a phone, allowing users to carry a camera, radio, maps, and notes, making it a business tool for any generation as an integrative smartphone that caters to the individual user.