Apple seeks $2,000 for fully upgraded iPhone 17 Pro Max

Apple’s strategic decision to position its products at a premium price point has propelled the iPhone’s average selling price beyond the $900 mark, making it the first smartphone to achieve this significant milestone. Remarkably, the iPhone continues to lead as the best-selling smartphone for the first quarter of 2025.

This week, the tech giant from Cupertino revealed its latest lineup: the iPhone 17 Pro and Pro Max. For those interested in purchasing, the pre-order date is set for September 12. A quick visit to Apple’s online store showcases just how far Apple is willing to push the envelope this generation.

Potential buyers utilizing the customization tool can configure the iPhone 17 Pro Max to its most advanced specifications, leading to an astonishing price of $1, 999—without factoring in AppleCare. In comparison, the fully upgraded iPhone 16 Pro Max with 1TB of storage was priced at $1, 599, and interestingly, the 1TB iPhone 17 Pro Max maintains this same price point.

This pricing strategy clearly reflects the ongoing trend of premium products in the smartphone sector. Research from Counterpoint indicates a notable increase in the market share of premium smartphones (priced at $600 or above), rising from 15% in 2020 to 25% in 2024.

During the launch event, Apple aimed to justify the iPhone 17 Pro Max’s price through various enhancements and its video production capabilities. Key features include:

Enhanced Performance: Equipped with the new A19 Pro chip, the iPhone 17 Pro Max boasts improved speed and energy efficiency, along with a state-of-the-art vapor chamber cooling system.
Extended Battery Life: This model offers an impressive 39 hours of video playback on a single charge—six hours more than its predecessor. A 40W adapter allows for rapid charging, reaching 50% in just 20 minutes.
Advanced Camera System: The triple camera setup now features 48MP resolution across all three lenses: main, ultra-wide, and telephoto.
New Telephoto Lens: The 48MP Fusion Telephoto camera includes a sensor that is 56% larger than the previous model, supporting 12MP 8x optical-quality zoom (equivalent to 200mm) and 48MP 4x optical zoom (100mm).
Improved Front Camera: Featuring an 18MP Center Stage camera, it ensures stabilization during video calls, automatically adjusting the field of view for group selfies without requiring users to reposition their phones.
Dual Capture Feature: This allows users to record from both front and rear cameras simultaneously, supporting 4K Dolby Vision at 30 fps.
Video Production Capabilities: The inclusion of ProRes RAW codec support is aimed at professional users, alongside Apple Log 2 and Genlock functionality for video synchronization. These features integrate seamlessly with the updated Final Cut Camera 2.0 app and BlackMagic Camera ProDock.

It is important to highlight that all these advanced camera capabilities come standard with the base model iPhone 17 Pro Max, which starts at $1, 199. While Apple charges a premium for expanded storage options, the question arises: Is a $1, 999 price tag for the 2TB version truly justified compared to opting for a mid-range MacBook Pro? This is especially pertinent when considering how ProRes and ProRes RAW can quickly consume storage space, making higher capacity essential for serious content creators who prefer not to rely on external drives on the move.

Ultimately, Apple’s strategy appears focused on attracting a niche market more suited to professionals, film enthusiasts, and content creators who want a portable solution for high-caliber photography and videography. The iPhone 17 Pro Max, with its substantial screen size of 6.9 inches and an impressive battery, is tailored for those who seek top-level video capabilities at their fingertips, ideally suited for seamless integration with camera rigs and ProRes RAW-compatible products.

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