Auchan Offers iPhone 15 Pro at Significant Discount Through Parallel Import

Israeli supermarket chain Auchan is once again making waves with a marketing initiative, offering several thousand units of Apple's latest flagship smartphone, the iPhone 15 Pro, through parallel import. The promotion features only one model: the iPhone 15 Pro with 256GB of storage, available in various colors for 4,490 shekels. The company reports that units are still available in most of its ten participating branches across Israel, though the Kiryat Ono location has sold out.

This price represents a substantial saving compared to authorized retailers. For instance, iDigital and iStore are selling the same model for between 5,399 and 5,449 shekels, while KSP offers it for around 5,029 shekels. Auchan's price of 4,490 shekels offers a discount of approximately 909 shekels, or about 17%, compared to the lowest price at other retailers.

A notable detail about this parallel import is the origin of the devices. Auchan has sourced both American and Japanese versions of the iPhone 15 Pro. The American model relies solely on eSIM, lacking a physical SIM tray, which allows for a larger battery. The Japanese model includes a traditional SIM tray alongside eSIM support, catering to users who prefer physical SIM cards.

This is not the first time Auchan has disrupted the market with aggressive pricing on Apple devices. A similar strategy was employed during the launch of the iPhone 14 series, where the chain offered thousands of units at significantly lower prices. These promotions are part of Auchan's stated strategy of "hunting" for exceptional, limited-time deals outside its traditional grocery offerings, such as electronics and small appliances.

Beyond the direct profit from smartphone sales, these initiatives serve as a marketing tool to attract a diverse customer base to Auchan stores, encouraging them to also make their regular grocery purchases. Despite potential questions regarding parallel imports concerning device origin and service, Auchan assures customers of compatibility checks and provides official warranty service through DCS, an Apple-authorized lab in Israel, demonstrating the Israeli consumer's demand for discounted alternatives.