Suggested by the max‐product sampling operators based on sinc‐Fejér kernels, in this paper, we introduce truncated max‐product Kantorovich operators based on generalized type kernels depending on two functions ϕ and ψ satisfying a set of suitable conditions. Pointwise convergence, quantitative uniform convergence in terms of the moduli of continuity, and quantitative Lp‐approximation results in terms of a K‐functional are obtained. Previous results in sampling and neural network approximation are recaptured, and new results for many concrete examples are obtained.