This study aims to examine the effect of affective and cognitive involvement on hedonic and utilitarian attitudes toward purchase intentions for Apple-branded products. The research collected data using the Google form questionnaire. A purposive sampling method was used. The criteria for research participants are people using Apple-branded products. The Statistical Program for Social Science (SPSS) was used for validity and reliability tests. Hypotheses testing was conducted with structural equation modeling using PLS software. The results of this study indicate that: Affective involvement has a positive and significant effect on Hedonic attitudes, Cognitive involvement has a positive and significant effect on Utilitarian attitudes, Hedonic has a positive and significant effect on Purchase Intentions, Utilitarian has a positive and significant effect on Purchase Intentions.