One of the ways may be to use multiple XT activities with different priorities then you can push targeted content to targeted segments So
For Apple Lovers,
XT Activity 1 at higher priority for iPhone X for same page/same location
XT Activity 2 at lower priority for iPhone X for same page/same location
So, now, Apple Lovers will always fall in Activity 1. But when will they see Rank 2 ever? Well, you may add Fatigue factor in audience by using profile script as say that if user in Activity 1 does not convert even after 3-4 visits, then move him out of campaign and show Activity 2.
In AEM, while doing targeting, i'm working on a specific page and there i can select indeed the XT and create the personalized experience per segment.
My question is a bit different.
what if the value that i want to do personalization on is not ON any content page that is part of the site - it is on the commerce product editor (the page marketing people can change the product prices, name, descriptions etc.)
Example of use case can be - the description of a product will be different per segment