He is saying the potential customers might not care that much, not that they are marketing at those who don't care. Those that could NOT care less are not who he is taking about.
While the popular phrase is in fact "could not care less" that is not who he is talking about in this instance. The popular phrase would not work in this article as he is not talking about Sony trying to market to those with whom are not interested in selfies. He is stating that those who are taking selfies may not be as interested in the product as Sony is hoping. Using the popular phrase would not properly address what he is saying at all.
While the popular phrase is in fact "could not care less" that is not who he is talking about in this instance. The popular phrase would not work in this article as he is not talking about Sony trying to market to those with whom are not interested in selfies. He is stating that those who are taking selfies may not be as interested in the product as Sony is hoping. Using the popular phrase would not properly address what he is saying at all.