iPhone is a smartphone brand that hold the second largest market share in the world, the sales of iPhone has been showing uprising trends for eight years, but lately the number of sales fell in the past two years. There have been arguments that Apple has not done so much improvements to its iPhone, and other brands are able to make the same offering as iPhone with more reasonable price. Although some still opined that iPhone is a premium product which makes it worth the money. In regards to that, this study is conducted to answer whether there is an influence of perceived price, product quality and brand equity to purchase intention towards Apple iPhone in Indonesia. Research design of this study is causal-deductive, quantitative, and using the method of Structural Equation Method (SEM) through survey that involves 439 respondents who uses smartphone in Indonesia. The result of this study shows that perceived price and brand equity is influencing purchase intention towards Apple iPhone, whereas product quality has no influence to purchase intention.