Eight years after consumers scoffed at a $1,000 iPhone, Apple is testing the market’s appetite for ultra-premium devices with its new iPhone 17 Pro Max — which can now cost as much as $2,000 for the 2TB storage model. This marks the first time Apple has offered a 2TB iPhone, positioning the Pro Max as one of the most expensive smartphones available.
The launch comes as Apple faces slowing smartphone sales and pressure to prove its AI and innovation strategy. By adding a new, higher price tier, the company hopes to lift its average selling price without having to move more units in a cooling global market. Analysts say the bulk of the price growth will likely come from the new iPhone Air, which is $100 more expensive than last year’s 16 Plus, but the 2TB option is a clear bid to attract creators, videographers, and professionals who need massive local storage.
Competitors like Samsung and Google max out their storage offerings at 1TB, giving Apple an edge for those willing to pay a premium. “Other than people with extraordinary video usage, two terabytes is just … it’s a crazy amount of storage,” said Josh Lowitz, an analyst at Consumer Intelligence Research Partners.
Despite the sticker shock, many buyers won’t feel the full $2,000 hit thanks to carrier trade-in promotions and installment plans — an option used by more than half of U.S. phone shoppers. Analysts like Dan Ives at Wedbush Securities expect strong demand, predicting preorders will rise by five to 10 per cent over last year, as nearly one in five iPhone owners worldwide still haven’t upgraded in four years.
Apple’s September 9 unveiling at its Cupertino campus also highlighted a redesigned back panel, longer-zoom camera, better battery life, and improved heat dissipation thanks to its latest chip — all designed to lure buyers who see the iPhone as a professional tool, not just a phone.