Journalists mostly. Also prosecutors, judges, opposition party members.

And potentially friends, family, kids?

I've always wondered, if you can't hack your main target's phone, but their kid has an old iPhone you can hack and maybe bug (let's just say you can for the argument's sake), you sure as hell do it right?

Scary thought but I think it's reasonable to be concerned that not just a given sensitive target is directly at risk, but those around them as well.