Auchan Plus Slashes iPhone 15 Pro Price Below Official Importer

The Israeli supermarket chain Auchan Plus is selling the iPhone 15 Pro with 256GB of storage for approximately NIS 4,490, a price about NIS 1,000 lower than that set by the official importer, iDigital. The limited stock of a few thousand units is available at only 10 branches.

This move follows a similar price reduction strategy Auchan Plus and other retailers employed last year with the iPhone 14. This parallel import model involves retailers sourcing devices directly from international dealers, bypassing official distribution channels and negotiating prices based on different currency exchange rates and wholesale costs. While this offers consumers significant savings, it shifts the warranty responsibility to the retailer. In Auchan Plus's case, DCS laboratories in Israel provide a one-year warranty, mirroring the official channel.

This trend is expanding, with other chains like Yohananof, Carrefour, and Office Depot also importing stock independently. These retailers aim to attract customers by offering sought-after electronics at competitive prices, leveraging their reputation for low prices and bulk sales, similar to Costco's model. The strategy is to draw foot traffic to their stores, potentially leading to purchases of other items.

Official importers like iDigital typically profit from a combination of device sales, extended warranties, accessories, and cellular plans, not just the base price of the phone. The competitive pricing from supermarket chains makes it difficult for them to lower their own prices without impacting their existing distributor network. Consumers should note that while the device itself is identical, parallel imports may not include the same bundled accessories or benefits offered by official importers.