The objective of this research is to study about demography behavior and marketing mix of iPhone in Thailand, a case study of Bangkok Province. The primary data was collected from 500 questionnaires, tested with hypotheses using Chi-square, T-test. and F-Test (One Way ANOVA). The factors affecting the purchase decision on an iPhone with statistical significance is age, income, education, brand image and brand trust, beautiful and modern body, durability of the device, battery and material, easy to used, user interface is not complicated to use with its quick interaction, updated version which leads to more functional system abilities after updated the operating system. The price is affordable, long life using and acceptable due to the image of the brand itself, also it has an online shopping system and many other representative providers and stores in the community. Those provided stores have many branches around the city and throughout the world. Including the advertisements via both online and offline medias such as Facebook page or Newspaper, moreover, it can collaborate with telecommunication providers to give a package or a campaign for the consumers in cheaper price. Recently, an installment payment with 0% of interest can attract more consumers and gives more opportunity to purchase the item. As in store, the employees are willing to give the services for their customers which they give their reliability and sincerity to them. The reliability of the authorized store is also the point which customers will trust and buy the product from. Furthermore, the atmosphere inside the stores can encourage the buyers to have a motivation to shop more. Some customers also tend to consider the after sales services too, for example when the product is broken, the store can fix it in a short amount of time.