Apple Unveils $2,000 iPhone 17 Pro Max With Record-Breaking Storage
Apple has pushed the price of its flagship smartphone to new heights with the launch of the iPhone 17 Pro Max, which now comes with an unprecedented 2 terabytes (TB) of storage, making it one of the most expensive mainstream phones ever released.
The premium version of the Pro Max, unveiled at Apple’s Cupertino campus on September 9 and officially launching today alongside the iPhone 17, iPhone 17 Pro, and iPhone Air, will cost $2,000. This marks the first time Apple has introduced a 2TB storage option for the iPhone, surpassing rival devices such as Samsung’s Galaxy S25 Ultra and Google’s Pixel 10 Pro XL, both of which max out at 1TB.
The move comes as Apple faces slowing iPhone sales and increased scrutiny over its artificial intelligence (AI) strategy. Analysts say the ultra-premium option provides Apple with a way to boost revenue without increasing sales volume in a challenging global smartphone market.
“Apple is introducing a high-end tier that differentiates it from competitors and increases the average selling price of iPhones,” said Angelo Zino, senior vice president at CFRA Research. While Zino expects demand for the iPhone Air, which is priced $100 higher than last year’s iPhone 16 Plus, to drive much of the revenue growth, the 2TB Pro Max appeals to a niche group of users such as content creators and video editors who need extensive storage for large files.
Apple emphasized this focus on professionals during its launch event, revealing that the September keynote was filmed entirely on an iPhone 17 Pro. The new Pro models also include a longer-zoom camera, extended battery life, and improved performance thanks to a redesigned chip and upgraded cooling system.
While the $2,000 price tag may shock some buyers, many won’t pay it upfront. According to Consumer Intelligence Research Partners, 55% of U.S. mobile phone buyers purchase devices through installment plans or trade-in programs, spreading out the cost over time.
The Pro Max remains slightly cheaper than foldable phones from rivals. Samsung’s Galaxy Z Fold 7 with 1TB of storage sells for $2,419.99, while Google’s Pixel 10 Pro Fold is priced at $2,149.
Experts note that such high storage capacity is rare even for laptops. “Two terabytes is a massive amount of storage,” said Josh Lowitz, analyst at Consumer Intelligence Research Partners. “Only people with extreme video and content needs will truly require it.”
Apple is banking on pent-up demand to drive strong early sales. Wedbush Securities analyst Dan Ives predicts iPhone preorders will rise 5% to 10% year-over-year, with an estimated 20% of iPhone users worldwide having gone at least four years without upgrading.
With the smartphone market showing signs of recovery after a sluggish period, Apple’s latest gamble signals a shift toward ultra-premium devices aimed at its most loyal and creative users – and at boosting profits in a highly competitive tech landscape.
