Ranked the world’s second most popular smartphone in the first quarter behind only the standard 17, according to market research firm Counterpoint Research, it currently sells for around VND36 million (US$1,369) for the 256GB model.
By comparison, its predecessor, the 16 Pro Max, dropped to as low as VND29 million for the 256GB version, or 15% below launch price.
Van Thi Ngoc Yen, Apple products category director at retailer Di Dong Viet, told Dan Tri newspaper that the limited price movement reflects several factors, including higher costs for key components such as DRAM memory chips and processors.
“At this point, there is no basis to determine when or by how much prices may change.”
Customers hold boxes of iPhone 17 Pro Max. Photo by VnExpress/Quang Dong
Other retailers also said demand for the 17 Pro Max has remained steady despite limited discounts, with sales broadly matching those of its predecessor.
In the premium smartphone segment in Vietnam, the 17 Pro Max competes with the Samsung Galaxy S26 Ultra, Oppo Find X9 Pro, and Vivo X300 Pro, but retailers said Apple’s flagship remains dominant.
The 256GB and 512GB storage versions remain the most popular choices among buyers because they offer the best balance between price and storage capacity.
A Minh Tuan Mobile spokesperson said the phone’s strong launch sales had leveled off over the following months.
He added that in the premium segment, though price is an important factor, buyers also consider features, camera performance, processing power, battery life, and durability.