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

The Israeli supermarket chain Victory announced on Sunday that it will sell the new 256GB iPhone 18 Pro for 4,399 shekels (approximately $1,200), marking 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 about 1,000 units will be available starting Sunday afternoon in 14 selected branches across the country, including Bat Yam, Ness Ziona, and Ashdod. To prevent scalping, purchases are limited to one device per customer, and payment is accepted in cash or credit card only.

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 4,490 shekels. The iPhones sold by Osher Ad were imported through parallel 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 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 by supermarket chains. The goal is not to become mobile importers but to generate media exposure, drive increased customer traffic to stores, and position the chain as inexpensive and worthwhile.

Customers benefit from the opportunity to save hundreds of shekels on a premium device, 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.