iPhone 17 Pro Max price falls again ahead of Tet holiday

By Phong Ngo January 24, 2026 | 04:03 pm PT

The iPhone 17 Pro Max has seen another price reduction ahead of the Tet holiday, with the 256GB version now retailing at VND36.8 million (US$1,402), down VND500,000 from last month and VND1.2 million below its launch price in late 2025.

As Tet in mid-February nears, retailers across Vietnam are stepping up promotions to boost smartphone sales. Since debuting at around VND38 million last September, the flagship model has undergone multiple price cuts, including a 1.3% cut in December.

The silver variant has since become the preferred option, with its price increasing by several million dong on the black market because of limited availability.

iPhone 17 Pro Max (L) iPhone 17 Pro. Photo by VnExpress/Tuan Hung

According to dealers, the top-tier Pro Max version accounts for around 55% of total iPhone 17 sales. Most customers opt for the standard 256GB storage version.

A representative of Di Dong My told Dan Tri that the 1TB and 2TB versions target a niche customer base, mainly content creators and filmmakers, and account for only a small share of total 17 Pro Max orders.

Despite repeated price cuts, the 17 Pro Max has become the top-revenue iPhone model across major retail chains, dealers said.

According to a recent report by Counterpoint Research, the 17 Pro Max ranked 10th among the world’s best-selling smartphones in the third quarter of 2025 and was the top-selling model in September.