Apple has aired many advertisements promoting the different models of the iPhone since its initial release in 2007. This company is well known for their advertisements and marketing strategy. Apple segments its customer base by using behavioral, demographic, and psychographic factors. Within their iPhone advertising, Apple has made it a point to highlight the key features that their phone has to offer. Apple highlights alleged superior performance, camera quality, privacy and many other factors that they say they set their product apart. Apple aims to win over the majority of smartphone users by showing customers the great features the iPhone has to offer. One way Apple does this is by sending ordinary users out into the world to capture pictures and videos. The ads show how the camera feature works and claim that such pictures can be taken by anyone, as long as it is only on an iPhone, not other brand's phones.