Apple is gradually reshaping consumer expectations as it introduces its first nearly $2,000 iPhone. With the launch of the iPhone 17 Pro Max, Apple unveiled a 2-terabyte storage option priced at $1,999, pushing the iPhone into a price category once thought unimaginable.
iPhone Prices Since 2017
When Apple launched the iPhone X in 2017 at $999, it redefined what people were willing to pay for a smartphone. Since then, price increases have been modest despite inflation and technological advancements. The iPhone 17 Pro now starts at $1,099, only $100 more than the iPhone X, while the entry-level iPhone remains at $799. Apple has strategically softened these price hikes by increasing base storage across models.
The Push Toward Premium Pricing
This year marks a turning point. By pricing the 2TB iPhone 17 Pro Max at $1,999, Apple is testing how far its loyal customer base is willing to stretch. Analysts suggest that Apple wouldn’t set such a price unless it was confident consumers would pay it.
Foldable iPhones and the Next Leap
The company’s first foldable iPhone, expected in 2026, is likely to cost at least double the iPhone Air’s $999 price tag, putting it well over $2,000 even before storage upgrades and accessories. Competing foldable devices from Samsung and Google already range between $1,799 and $2,419, indicating Apple will follow a similar path.
What’s Ahead: iPhone 20
Looking further ahead, Apple is developing the 20th anniversary iPhone 20, expected to be as revolutionary as the iPhone X was in 2017. Industry watchers believe it could establish an entirely new pricing standard — potentially beyond today’s $2,000 mark.
Apple CEO Tim Cook has emphasized that customers view the iPhone as essential to modern life — from payments and health tracking to smart-home control. This deep integration is what allows Apple to push boundaries, both technologically and financially.