Abstract: The industry of mobile phone always showed drastic and tremendous development in the telecommunication market. New models of smartphone are launched to the market from time to time. Smartphone users increased and sales of various brands of smartphones also increased. IPhone is the second largest market share worldwide. But in contrast to the world market share, in Indonesia iPhone is not included in 5 smartphone brands with the biggest sales in Indonesia. To dominate the gadget market, companies need to know what factors influence purchase intention. This study was conducted on an electronic company that is Apple. This research find out how significant the influence of product feature, brand name, product price, and social influence towards purchase intention of iPhone in Indonesia.