The purchasing decision process will also be explained. An attempt to highlight how the consumption of the Apple brand can be linked to the construction of the consumer's identity. This assumption is based on the idea that consumers use the symbolic meanings of wealth to construct and converse with their identities. In particular, objects of connection have been found to be closely associated with the development of consumer identity. Furthermore, it is often assumed that consumers struggle to maintain a true sense of self or personal identity while retaining a feeling of belonging and social identity. This can be rendered through layers of identity, which are composed of individual identity, social identity and perception of