The objective of the study is to understand the reasons behind consumer purchasing intention for Apple iPhone 7 Plus. Apple iPhone 7 Plus comes with a 5.5-inch touch screen display with a resolution of 1080/1920 pixels (Ndtv.com 2017). The device was released in September 2016. The device has been packed in 32 GB of internal storage, which cannot be extended any further. The device is further installed with quad core Apple A10 Fusion processor and has 3GB RAM. Moreover, as per the cameras are concerned, Apple iPhone 7 Plus consists of 12 mega pixel rear camera and 7-megapixel front camera for ‘selfies’. The report would evaluate five stage of consumer decision making an approach with regards to the selected product.