Introduction, Consumer Behavior, the Importance of Consumer Behavior in Marketing, the Definition of Consumer Behavior, Key Features of Consumer Behavior, the Model of the Wheel of Consumer, Affect and Apple Inc, Cognition, the Major Functions of Cognition, Apple Inc and Consumer Behavior, Consumers Environment, Consumers Behavior and Consumer Perception, thw Consumer Decision-Making Process, the Importance of Electronic Word of Mouth (e-WOM), Golden Circle Theory, the Mobile Advertising Channel: Complementary, Comparative Advertising, the Case of Apple Inc, Comoany's International Environment, External Environment Analysis, Marketing Mix of Apple Inc, Marketing and Advertisements, Research Design and Methodology, Purpose of the Research, Research Approach and Reserach Philosophy, Primary Data Survey, Procedure, Limitations, Data Analysis and Results, Economic Recession, Popularity of Apple as a Trustworthy Company, Conclusion and Recommendation, Think Different Logo, Appendix.