Osher Ad Slashes iPhone 18 Pro Price to Undercut Competitors
Translated & summarized from Israel Hayom by baba
Osher Ad has reduced the price of the iPhone 18 Pro 256GB to 3,999 shekels, significantly undercutting competitors including other supermarket chains and major electronics retailers. The discounted phones are available in only four branches, utilizing parallel imports to achieve the lower price. This move intensifies competition in Israel's smartphone market, with Osher Ad's price being hundreds of shekels less than similar models sold in Eilat.
The story in 5 lines · by baba
- Osher Ad is selling the iPhone 18 Pro 256GB for 3,999 shekels, a new low.
- The discounted iPhone 18 Pro is available in only four Osher Ad branches.
- Osher Ad is using parallel imports to offer the reduced price.
- The new price is hundreds of shekels cheaper than competitors' prices, including in Eilat.
- Supermarket chains are increasingly competing in the smartphone market.
The Israeli supermarket chain Osher Ad announced on Wednesday a significant price reduction for the iPhone 18 Pro, 256GB model, selling it for 3,999 shekels. This marks a further decrease from its initial launch price of 4,490 shekels in September, when it was first introduced by the chain. The discounted stock is now limited to only four branches: Rishon LeZion, Kiryat Ono, Petah Tikva, and Haifa, a reduction from the ten branches that initially offered the device.
Osher Ad is leveraging parallel import channels to facilitate this price drop and is offering the model in various colors. This move intensifies competition in the smartphone market, which has recently seen grocery chains entering the fray. Rival chains Yohananof are selling the same model for 4,250 shekels, and Victory offers it at 4,399 shekels, both higher than Osher Ad's new price.
The price difference becomes even more pronounced when compared to major electronics and cellular retailers, as well as prices in Eilat, a duty-free city. iDigital sells the device for 5,449 shekels in central Israel and 4,618 shekels in Eilat. Mahsanei Hashmal and Partner offer it in Eilat for 4,262 shekels. The current price at Osher Ad's central branches is hundreds of shekels cheaper than the same models sold in Eilat.
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