Stay in Palma old town on a first visit — it is the one base that works without a car, and the city is better than its reputation. If the mountains are the point, stay in Sóller. If beaches are the point, stay in the north around Pollença rather than the strip near the airport.
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Palma old town for a first visit and for anyone without a car. Sóller if the Tramuntana is the reason you came. Pollença or Alcúdia if you want the beaches and a quieter base.
Palma if you want a city, restaurants and no car. The north if you want beaches and quiet — but budget an hour each way whenever you want the city, and a car for anything off the main road.