Victory Supermarket Chain Slashes iPhone 18 Pro Price to $1,200

The Israeli supermarket chain Victory announced on Sunday, September 27, 2026, that it will sell the new 256GB iPhone 18 Pro for NIS 4,399 (approximately $1,200), the lowest price recorded in Israel to date. This offer is hundreds of shekels cheaper than prices from official importers, according to the chain.

An initial stock of approximately 1,000 units will be available starting Sunday afternoon in 14 selected branches across the country, including Bat Yam, Ayelet Mall, Netivot, and Ashdod Mall. To prevent scalping, purchases are limited to one device per customer, with payment accepted only in cash or credit card.

Victory's move is a direct response to the competitor "Osher Ad" supermarket chain, which began selling the same model a few days prior for NIS 4,490. The iPhones sold by Osher Ad were imported through parallel import channels and were intended for the US market, meaning they only supported eSIM and lacked a physical SIM card tray.

This competitive pricing strategy is not new. Last year, when Osher Ad also created long queues with discounted iPhone offers, Victory quickly matched and undercut the price. This tactic of selling desirable electronics at rock-bottom prices, alongside food items, is a calculated marketing strategy used by supermarket chains. The goal is not to become mobile importers but to generate media exposure, drive increased customer traffic to stores, and brand the chain as inexpensive and worthwhile.

Customers benefit from the opportunity to save hundreds of shekels on a premium device, often in exchange for waiting in line. However, with only 1,000 devices available, the number of customers who will actually save money is relatively negligible.