Super-Markets Vie for iPhone Sales Amidst High Demand

Israeli supermarket chains are re-entering the competition to sell the latest iPhone model, the iPhone 18, following a successful, albeit chaotic, previous launch. The high demand for the expensive device has led chains like Shufersal and Osher Ad to offer it, with other major retailers expected to follow suit.

Osher Ad is currently offering the iPhone 18 Pro 256GB through parallel import for 4,490 shekels at select branches. Shufersal, meanwhile, is selling the same model via official Apple import on its online platform for a higher price starting at 5,199 shekels, including free delivery. Shufersal's online store also lists the Pro Max model and Apple Watches.

Victory and Rami Levy have also confirmed they will begin selling the iPhone 18, indicating a growing trend among food retailers to stock high-end electronics. Industry observers anticipate that additional supermarket chains may join this market segment soon.

For these retailers, selling premium smartphones like the iPhone is a strategic move. It not only generates revenue from the device itself but also encourages customers to purchase other groceries, increasing overall basket size and profitability. This competitive landscape is expected to benefit consumers, potentially driving down prices as more chains vie for customers seeking the best deals on the new iPhone.