Supermarket Chain Slashes iPhone 18 Pro Price, Undercutting Official Retailers
The Israeli supermarket chain Osher Ad has launched a limited sale of the new iPhone 18 Pro (256GB) for 4,490 shekels, nearly 1,000 shekels less than the official importer, iDigital. This move follows a trend of Israeli food retailers entering the electronics market, offering competitive prices on high-value items.
Osher Ad's offer, available in 10 branches, significantly undercuts other retailers, though the lowest price overall can still be found in Eilat due to the absence of value-added tax. The iPhones are sourced through parallel import, bypassing official distributors and their price agreements.
This practice, which began about a year ago with similar promotions by Osher Ad and Victory, has seen other chains like Yohananof, Carrefour, and Office Depot join in. These retailers import electronics directly from abroad, independent of official channels.
The parallel import does not affect the device's warranty, which remains a standard one year with DCS laboratories in Israel. The iPhone 18 Pro models sold in Israel typically range from 5,029 to 5,699 shekels.
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