The objective of the paper is to introduce a novel approach using the multi-attribute border approximation area comparison (MABAC) approach under intuitionistic fuzzy sets (IFSs) to solve the smartphone selection problem with incomplete weights or completely unknown weights. A novel discrimination measure of IFSs is proposed to calculate criteria weights. In view of the fact that the ambiguity is an unavoidable feature of multiple-criteria decision-making (MCDM) problems, the proposed approach is an innovative process in the decision-making under uncertain settings. To express the utility and strength of the developed approach for solving problems in the area of MCDM, a smartphone selection problem is demonstrated. To validate the IF-MABAC approach, a comparative discussion is made between the outcomes of the developed and those of the existing methods. The outcomes of analysis demonstrate that the introduced method is well-ordered and effective with the existing ones.