Apple launched the iPhone 17 lineup on Friday, including the iPhone 17, 17 Pro, and iPhone Air. The star of the event was the $2,000 iPhone 17 Pro Max, which now offers a massive 2TB storage option — a first for Apple.
Phones with higher storage usually cost more, but the new 2TB tier makes this the most expensive iPhone Apple has ever released. By comparison, Samsung’s Galaxy S25 Ultra and Google’s Pixel 10 Pro XL stop at 1TB of storage.
Industry analysts say the new pricing tier helps Apple boost revenue without increasing unit sales. The iPhone market has slowed in recent years, with inflation and tariffs making shoppers cautious about upgrades.
Who Will Pay $2,000 for an iPhone?
Experts believe the iPhone 17 Pro Max is aimed at content creators, video editors, and professionals who need large storage for media files. Apple itself filmed its September launch event on the new Pro model, highlighting its advanced video capabilities.
“Two terabytes is a crazy amount of storage for a phone,” said Josh Lowitz of Consumer Intelligence Research Partners. “Even most laptops don’t need that much space.”
Still, many customers will avoid the upfront $2,000 cost. Carriers in the US often provide installment plans and trade-in deals, spreading the price across monthly payments. Data shows that 55% of American phone buyers already purchase through installment plans.
The Pro iPhones traditionally outsell the entry-level models in the US, suggesting the 17 Pro and Pro Max will remain popular despite their high cost. Analysts also expect moderate growth in preorders, with estimates of a 5–10% increase compared to last year, as many iPhone users haven’t upgraded in over four years.
More Than Just Storage
The iPhone 17 Pro Max includes other premium updates:
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Redesigned back panel
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Longer camera zoom
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Extended battery life
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Faster chip with better heat dissipation
Apple also launched the iPhone Air, which is $100 more than last year’s iPhone 16 Plus. Analysts believe the Air may drive the biggest sales boost, while the iPhone 17 Pro Max serves as a showcase of Apple’s high-end innovation.
The arrival of the iPhone 17 Pro Max signals Apple’s push to create a new ultra-premium tier in its smartphone lineup. While only a small group of buyers will need or afford 2TB of storage, Apple has once again set the bar for high-end smartphones — and found a new way to boost its iPhone revenue.
