The 256GB variant recently received a VND800,000 price cut, bringing the total reduction since launch to VND3 million. The prices of the 1TB and 2TB variants were slashed by VND3-5 million in the latest round of reductions.

Retailers said the discounts are being offered independently by each seller, meaning prices may vary by several hundred thousand dong.

According to Counterpoint Research, the 17 Pro Max was the second best-selling behind the standard 17. But it remains the most popular iPhone model in Vietnam, with retailers saying the 17 Pro Max consistently accounts for a large portion of iPhone sales.

Apple's iPhone Pro (L) and Pro Max. Photo by VnExpress/Tuan Hung

Nguyen Nhu Thanh, deputy director of Apple products at FPT Shop, told Dan Tri newspaper that the 17 Pro Max represented more than 70% of all 17 series sales at his chain. The 256GB version is the most popular configuration, accounting for about 80% of 17 Pro Max sales, followed by the 512GB model (15%), he added.

Minh Tuan Mobile too said the 256GB and 512GB versions are the most popular, while the 1TB and 2TB ones, which cost VND10 million to VND15 million more, account for only 5% of 17 Pro Max sales. The growing popularity of cloud storage services means consumers do not worry about RAM, he said.

In the premium segment, the 17 Pro Max competes with devices including the Samsung Galaxy S26 Ultra, Oppo Find X9 Pro, and Vivo X300 Pro.