<![CDATA[This study examines the symbolic meaning of the iPhone beyond its functional technological dimensions, particularly in the self-presentation practices of selected Indonesian Generation Z users. Rather than seeking statistical generalization, this exploratory study aims to understand how meanings are constructed through personal experiences and social interactions. Smartphones, and the iPhone in particular, are no longer regarded merely as communication tools but have been transformed into cultural artefacts that carry meanings of identity, social status, and self-expression. Using a qualitative approach through in-depth interviews, this research explores the experiences and perceptions of two female iPhone users representing two distinct patterns: a user with strong emotional attachment and brand identity, and a user who re-evaluates her choice on functional-rational grounds. Data were analyzed using thematic analysis, anchored in Goffman’s impression management theory, Veblen’s conspicuous consumption, Belk’s extended self theory, and Blumer’s symbolic interactionism. The findings reveal that the iPhone functions as a caste marker within the digital social hierarchy of Gen Z, where ownership is closely tied to exclusivity, social acceptance, and identity construction. The study identifies a shift in meaning from exclusivity grounded in financial accessibility toward brand loyalty rooted in emotional attachment, in line with changing market conditions and the widening penetration of the iPhone across economic segments. At the same time, a form of functional resistance emerges from within the user community itself, reflecting a critical awareness of the symbolic construction embedded in the product. These findings enrich theoretical understandings of Goffman’s dramaturgical model in the digital era and offer practical implications for brand communication strategists.]]>
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