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, a price significantly lower than official importers and competitors. This move follows a trend initiated by supermarket chains and other retailers in Israel, who have begun importing electronics directly from abroad to offer competitive prices, bypassing official distributors.

Osher Ad's offer, available in 10 branches, is nearly 1,000 shekels less than the price offered by the official importer, iDigital. While the lowest price for the device in Israel can still be found in Eilat without value-added tax, Osher Ad's price represents a substantial discount compared to other retail chains.

This practice of parallel importing, where retailers bring goods directly from overseas without official authorization, has become more common in Israel over the past year. It allows stores to avoid coordinating prices with official importers and offer consumers better deals. The iPhone 18 Pro models sold through this parallel import channel still come with a one-year warranty valid at DCS labs in Israel, ensuring consumers are not compromising on after-sales service.