Today I interviewed James from John Lewis. I asked him questions such as what type of product are older customers buying, how much are they spending and what reasons have you picked up on them using it for? One of the main things I found out was that even in a store with many different brands available, many of the customers seemed to still be buying Apple products and for very similar reasons as in Apple.

However, he also told me that many of the users who buy other equipment are often business types in their fifties, or older customers buying gifts for family.