Apple Incorporated is one of the known American-established consumer electronics corporations based in Cupertino, California. Since its birth, Apple has been developing and/or supporting research and production, as well as the selling of personal computers, portable media players, computer software, and computer hardware accessories. Apple Incorporated’s best-known products include the Macintosh line of personal computers, its Mac OS X operating system, and the iPod line of portable media players. For the iPod and its related I-Tunes software, Apple sells audio-books, games, music, music videos, TV shows, and movies in its online I-Tunes Store and the recently announced mobile phone, which is known as the iPhone (Kahney, 2002). With the current trend in music and the way it is being downloaded or saved for daily use, it cannot be denied that I-pod, as one of the finest products of Apple Inc. is getting becoming more prominent and highly used by the general public, of whatever age and gender. With this, a question may arise, what have been the buying processes that a normal consumer would undergo when trying to purchase an I-pod? As an I-pod user myself, I could say that the foremost consideration that a usual consumer like me would be is to analyze whether I need this I-pod or not (need recognition). What will I do with it? How will I benefit from having it? Only music lovers and tech-savvies will realize the importance that this I-pod can bring to their everyday life. The second is to search for more information about the item (information search) Buyers will have to analyze is its brand. What is it in Apple Inc that makes this I-pod famous nowadays? So, it will then be perceived that Apple Inc. is one of the strongest providers of computer gadgets and systems nowadays. Their core product is the Apple Macintosh which also gave birth to other computer software. It was in 1984 when Apple Macintosh was introduced. Its breaking ground was the revolutionary machines capable of desktop publishing and photo and video editing – these are things that were considered extraordinary during this time. Apple Macintosh admitted that part of their “specialized quality” was derived from their main and owned electronic hardware, but much more of it came from the Macintosh operating system, the program that “ran” the computer and that largely determined its look and feel in the hands of its user (The Economist, 1994). While Apple Mac was enjoying its technological advantage over the other personal computer makers, it had continuously upgraded its systems and business strategies. The company had made sure that it maintains its strategic advantage namely: reliable technology, thousands of elite and loyal customers coupled with a decade’s lead on the rest of the industry. Needless to say, Apple Macintosh had enjoyed its success on its branded products such as desktop computers, Power-book portables, digital cameras, and personal digital assistants (The Economist, 1994). The third consideration for an I-pod buying process is evaluating the various alternatives. Knowing the gadget’s availability and the accessibility for repairs or warranty when needed is also part of this buying process. Through research, it will then be di