The Purpose of the Study The purpose of this study is to determine consumer behavior towards the newly introduced Apple’s iPad 4 in the market. In fact, given the economic, social, and political conditions, it is expected that the introduction of iPad 4 will immediately capture the target market (Belch & Belch, 2011). Besides, the reputation of the company and the advanced features of the newly launched product would attract a large number of customers both locally and internationally. The study is based on the strengths, opportunities, as well as the internal and external environmental factors that influence the firm (Belch & Belch, 2011). The argument is that the firm would take advantage of its strengths to influence the buying pattern of the new product. However, this might not be the case. Further, it is hypothesized that the new garget would be attractive to the larger target audience and enable the firm to maintain its leading position in terms of market share. However, this study is aimed at ascertaining these presuppositions. Specifically, the study intends to provide an insight into what the target consumers actually think, know, and believe regarding Apple’s iPad 4. The Method and Sample The research study is qualitative and conducted to establish consumer behavior towards the newly introduced Apple’s iPad 4, particularly, among the middle-income earners. The empirical data are collected from three participants representing the target market. In addition, the data were collected within a short duration, and the telephone interviews were one of the options for administering the questionnaire. The interview questions focused on the qualitative aspects of the product, particularly the respondents’ perception of the Apple iPad 4 in terms of quality and cost. Besides, the interview tended to look at why customers would not opt for competing products. Essentially, the study examined the qualities of the competing products in comparison to Apple’s iPad 4. Even though the target clients are numerous, for the purpose of this study, the numbers of participants were limited to 3 respondents and were chosen through simple random sampling procedures. In other words, the three participants were chosen through the application of random sampling procedures (Guion, Diehl & McDonald, 2014). As indicated, in this particular study, all the target customers were deemed viable. However, only 3 participants were randomly selected depending on their availability for the phone interviews as well as other personal attributes, including gender, age, income, and academic qualifications. Besides, the participants were chosen from one particular geographical area though they were carefully chosen to represent the whole target market. The Study Findings As mentioned, the study aimed at determining consumer behavior towards the newly launched product. At the end of the study, the qualities of Apple’s iPad 4 that would enable it to remain attractive to the target clients were determined. In fact, the study was conducted using the participants that were carefully chosen to represent the diversity of the target market in terms of demographics and geographical coverage. In terms of gender, two males and one female represented the target market. The implication is that there are more males than females within