The Apple iPhone 17 Pro and Pro Max during an event at Apple Park campus in Cupertino, California, on September 9, 2025. David Paul Morris/Bloomberg via Getty Images

Back in 2017, consumers balked at the idea of a $1,000 iPhone . Now, some shoppers may end up paying double that if they choose Apple’s latest top-of-the-line model.

The iPhone 17 Pro Max, the larger variant of Apple’s Pro phone that launches today along with the iPhone 17, 17 Pro and iPhone Air, costs $2,000 if buyers choose the version with two terabytes (2TB) of storage. Phones with extra storage typically cost more, but this is the first time Apple has released a 2TB option for the iPhone, making it one of the most expensive phones on the market.

The launch comes as Apple faces mounting pressure to boost iPhone

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