They don't need it, with what they have they reach everyone and people buy the product simply because everyone else has it. iPhones are expensive, with the latest innovations their sales are good. Since a marketing objective targeting the Hispanic segment would provide them with an increase in sales, but this would not be the main objective. They must understand the importance of the Hispanic market in the future, as they would constitute a major part of the US population in the future. They need to start building awareness about their products and brand, then Hispanics start building brand awareness and ultimately cultivate brand loyalty in Hispanics. This way they would create a positive brand image and all Hispanic family members would have the product and Apple would have a huge increase in market share. They would build a relationship with multicultural markets and be seen as great