The online smartphone comparison platform SellCell has recently shared data citing Apple’s latest flagship device, the iPhone 17 Pro Max, which has been experiencing remarkably high resale activity just months after launch. The findings are based on SellCell’s internal trade-in data and secondary market pricing trends from 40 independent iPhone buyers. At present, the device is the single most traded-in smartphone in the US, accounting for 11.5 per cent of all transactions and recording a sharp rise within a relatively short post-launch window. 

Explore- Most accurate data to drive business decisions with Global ALuminium Industry Outlook 2026 across the value chain

iPhone 17 Pro Max beats predecessor – slower depreciation bringing early sales?

One of the most significant findings is the model’s relatively slow depreciation. Compared with its predecessor, the Apple iPhone 16 Pro Max, over a 145-day span, the iPhone 17 Pro Max recorded an average value decline of 25.4 per cent against 32.5 per cent for the iPhone 16 Pro Max. Mint-condition devices have reportedly depreciated about 7 per cent less than the previous year’s flagship over the same timeframe, translating to up to USD 95 stronger retained value per device.

According to the report, this is “one of the most striking findings” of the study. “This performance helps explain why some early adopters may choose to sell sooner rather than later — not because the device has failed, but because resale prices remain unusually strong for a recently launched flagship,” it added.

Resale pricing – key to the surge in sales?

The study suggests that strong resale pricing is a key factor behind early trade-ins. On average, the resale value of the iPhone 17 Pro Max stands at USD 967.50, compared with its original launch price of USD 1,200. “Some owners may see an opportunity to recover a large portion of their spend when they choose to sell iPhone models while prices remain high,” the report noted.

Mint-condition iPhones are reportedly being sold at a 7 per cent premium, compared to other models at the same stage of lifecycle, reinforcing the financial viability of early resale. The report also observed that a majority of trade-ins are unlocked, indicating deliberate resale timing rather than forced carrier-driven upgrades. 

Don't miss out- Buyers are looking for your products on our B2B platform

Economic factors drawn from the trade data

US-based research platform PYMNTS Intelligence has found that 71 per cent of Americans lack financial cushions. At the same time, separate industry data suggests that at least half of Americans sold second-hand items in 2025.

Against this backdrop, premium smartphones may increasingly be treated as short-term financial assets rather than long-term purchases.

Other contributing factors include short-term experimentation by users, upgrade curiosity, and difficulty in justifying high-end pricing against real-world usage. Previous consumer studies have also shown cautious sentiment among iOS users regarding new operating system updates.

Trade-in activities record steady growth

Data trends point to sustained resale momentum rather than a temporary spike.

• Trade-in share rose from 5.1 per cent in late November to 11.5 per cent by early February.
• The device moved from eighth position to number one within 12 weeks.
• Growth progressed steadily week-by-week, rather than through a single surge.
• Around 86 per cent of traded-in iPhone 17 Pro Max units are classified as Mint or Good condition, suggesting resale shortly after purchase.
• The upward trajectory continued into early 2026, indicating persistent early resale behaviour.

Summing up the pattern, the study concluded, “The rapid rise of the iPhone 17 Pro Max as the most traded-in device highlights how … strong value retention and high resale prices appear to be encouraging some owners to sell earlier than usual, treating premium devices more like financial assets than long-term purchases.”

It added that rather than a single driving factor, “the surge in trade-ins likely reflects a combination of resale strategy, economic timing and changing upgrade habits.”

A shift in the end-user approach?

The data suggests that early resale is less about dissatisfaction and more about strategic timing. With slower depreciation and resilient secondary-market demand, the Apple iPhone 17 Pro Max is setting a new benchmark in post-launch value retention.

Whether this signals a broader shift in premium device ownership behaviour remains to be seen, but the early indicators point toward increasingly financially aware consumers in the US smartphone market. 

Image source: https://support.apple.com/

Must read: Key industry individuals share their thoughts on the trending topics