Super-Pharm Enters iPhone Price War, Offering New Devices Online

The price war in Israel's mobile market has officially expanded from electronics stores to supermarket shelves, as competition among major food retailers intensifies. Following "Osher Ad"'s recent market-shattering prices for the iPhone 18 series, retail giant "Shufersal" has joined the fray, offering Apple's latest devices on its online platform.

Shufersal Online is now selling the iPhone 18 Pro (256GB) starting at 5,199 shekels, with free home delivery. Unlike "Osher Ad," which sold devices through parallel import at a lower price of 4,490 shekels, Shufersal's products are sourced through official Apple importers in Israel, explaining the price difference but ensuring full importer warranty.

In addition to the Pro and Pro Max models, Shufersal is also offering new Apple Watches. However, Shufersal and Osher Ad are not expected to be alone in this new battleground, as the trend is now sweeping across the entire food industry.

"Victory" supermarket chain has confirmed it will sell the iPhone 18 series in its stores, and Rami Levy's "HaStock" chain is also anticipated to join, selling the popular devices. Retail industry analysts predict that more food and shopping chains may enter the market soon.

The significant entry of food and discount chains into the mobile arena signals a new and complex competitive landscape for traditional electronics and computer retailers. While Israeli consumers benefit from unprecedented accessibility and a wide range of prices, consumer experts advise careful examination of import types, warranty conditions, and the differences between parallel and official imports before purchasing.