Information Technology (IT) and telecommunication industries are going through significant changes recently with the penetration of mobile phones. This study proposes a multi-criteria decision making (MCDM) framework to evaluate different mobile phone options with respect to users' preferences. In complex situations such as fuzziness in decision makers' (DMs) judgments or the lack of knowledge about the problem, intuitionistic fuzzy sets (IFS) are utilized to eliminate uncertainty and to better represent DMs' preferences. In most of the researches, the vagueness of MCDM is handled with the fuzzy set theory, by only assigning degree of membership. In contrast, IFS is a powerful method to cope with uncertainty by taking both degree of membership and non-membership function. This study aims to develop an approach based on intuitionistic fuzzy technique for order performance by similarity to ideal solution (IF-TOPSIS) for ranking appropriate mobile phone alternatives. The originality of the paper comes from its ability to provide an effective evaluation of mobile phone selection with IFS for the first time. For demonstrating the potential of this approach, a motivated example is given to select the most appropriate phone for customers.