Why Do People Still Buy the iPhone 17 Pro Max Even Though It’s So Expensive?

Let’s be real for a second, every time Apple drops a new iPhone, especially the Pro Max version, the internet goes wild. You’ll see long queues outside Apple stores, endless unboxing videos on TikTok, and of course, debates on Twitter (or X 😅) about whether the price is “worth it”.

So here’s the big question: why do people still buy the iPhone 17 Pro Max, even when the price tag is sky-high?

Let’s break it down together.

@iandreamosca iPhone 17 Pro is here!🧡🍏 @apple #apple #iphone17pro #iphone17promax #appleevent ♬ suono originale - iandreamosca

1. It’s Not Just a Phone, It’s a Lifestyle

When someone buys an iPhone, they’re not just buying a gadget. They’re buying into a lifestyle.Apple has mastered the art of making its products feel premium, stylish, and almost like a personal identity. Carrying an iPhone 17 Pro Max isn’t just about making calls; it’s a statement.

That’s the power of branding. Apple doesn’t just sell technology. They sell how it makes you feel.


2. Emotional Marketing Works Wonders

Think about Apple ads. They’re rarely about technical specs. Instead, they show emotions, smiles, creativity, friendships, and adventure. Apple sells you a feeling of belonging and excitement.

This is what we call emotional brandingin marketing. When customers connect emotionally with a brand, they don’t compare prices the same way they would with a “normal” product.


3. The FOMO Is Real

Admit it, when everyone around you starts upgrading, suddenly your old phone feels… well, old. That’s the magic of FOMO (Fear of Missing Out). Apple knows this and leverages it perfectly.

They create hype, exclusivity, and that “must-have” energy. This keeps the demand strong, even at a premium price.


4. Trust and Loyalty

Apple has built brand loyalty like no other. Once you’re in the Apple ecosystem (iCloud, AirPods, Apple Watch, MacBook), it’s very hard to leave.

So when the iPhone 17 Pro Max comes out, loyal customers don’t ask, “Should I buy?” but they ask, “When should I buy?”


5. Social Status and Identity

Let’s be honest, owning the latest iPhone is also about status. In many places, it’s seen as a symbol of success, style, and even professionalism.

This is what marketers refer to as aspirational marketing. People don’t just want the product, but they want the image that comes with it.


What Can We Learn From This as Marketers?

Here’s the key takeaway: people don’t just buy products. They buy stories, emotions, and identities.

Apple shows us that:

  • Strong branding > Price tags
  • Emotional marketing > Technical specs
  • Community & FOMO = Repeat sales

So, whether you’re selling a smartphone, a skincare line, or even a local café, make sure to focus on creating experiences, not just products. Build a brand people want to be part of. That’s how you win, even if your price is higher than the competition.


Final thought: If Apple can convince millions of people to buy a phone worth thousands of dollars, it proves one thing: great marketing is not about lowering prices; it’s about raising value in people’s minds.

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