Today, Smartphone have become a significant aspect of our everyday lives. When individuals purchase a phone, particularly an iPhone, their choices are influenced not only by the cost or specifications but also by their emotions, habits, and social environment. This research examines how behavioural finance—encompassing individuals’ thoughts and feelings about money— impacts the purchasing decisions of iPhone consumers in Pune. Two research approaches were employed: descriptive (to clarify the situation) and analytical (to examine data and facts). A survey was distributed to individuals who have purchased or intended to buy an iPhone. The responses were analyzed using correlation and t-test methods. The findings revealed a robust relationship between iPhone purchasing decisions and behavioural finance. The finding was statistically significant (p < 0.01), with a moderately positive correlation value of r = 0.68. This indicates that emotions like FOMO and peer pressure, as well as brand image, have an impact on consumers. They don’t necessarily purchase iPhones out of necessity. The study demonstrates that emotions and ideas are significant factors in phone purchasing decisions. Businesses should be aware of these behaviors and utilize them to develop more effective marketing plans that emotionally engage consumers.