Apple Orders About 300 Shekel Price Cut on iPhones in Israel Ahead of New Launch

On Thursday morning, Apple importers and distributors in Israel announced a price reduction for iPhone models following a directive from Apple to update prices this week. This directive affects all official importers and distributors in Israel, including cellular providers who are authorized importers. For example, the iStore chain reported a price cut of approximately 350 shekels on all Pro and Pro Max models, while Hamashkanei Hashmal announced a reduction of about 90 dollars, equivalent to roughly 320 shekels outside Eilat and 270 shekels within Eilat.

This price drop contrasts with recent global trends of rising Apple prices. The companies did not specify the reason for the reduction, but it is widely attributed to the upcoming annual iPhone launch event in September. Apple typically lowers prices gradually before and after the launch to encourage consumers to purchase remaining older models. Rumors about the new iPhone launch include new features and possibly a foldable iPhone.

Industry insiders told Globes that while Apple usually orders multiple price reductions ahead of the launch, this year there has been only one so far, and it is uncertain if further cuts will occur before the event. Apple CEO Tim Cook recently explained that price increases have become unavoidable due to global chip shortages and supply chain instability. Market analysts are closely watching whether this new pricing strategy will affect the upcoming iPhone 18 series, expected in September, with some estimates suggesting price hikes of $100 to $200 per model.

In Israel, Apple has already raised prices on MacBooks and iPads by about 20% due to chip supply issues. The current iPhone price cut is seen as a preparatory move ahead of the new product launch rather than a permanent price decrease.