Undoubtedly, recent technological advancement in smartphones has completely altered how information is accessed, shared, and created. Consumer purchase intentions and choice has recently been influenced by the emergence of disruptive innovation in smartphones. Recent advancement in technology has caused a major shift in the use of smartphones from its conventional purpose of communication to include additional features that have created a greater market and altered the purchase behaviour of the consumers. In this modern era of technological advancement, users of smartphones expect other advanced features such as media support, Internet connectivity and special applications. The current paper discusses significant effects of innovative patterns of smartphones on consumers purchase intentions and brand switching. To conclude, the paper provides relevant practical and managerial implications for the development of marketing strategies.