Apple Orders Israeli Importers to Cut iPhone 17 Pro Prices Amid Rising Memory Costs

Apple has instructed its importers in Israel to reduce prices for the iPhone 17 Pro and iPhone 17 Pro Max models by $90, resulting in a local price drop of approximately 320 shekels across all storage capacities. In Eilat, where prices exclude VAT, the reduction is about 270 shekels. Importers receiving this directive include KSP, Mahsanei Hashmal, iDigital, and iStore. For example, at Mahsanei Hashmal, the iPhone 17 Pro Max 256GB model price fell from 4,999 to 4,679 shekels, with similar reductions across other storage variants and the iPhone 17 Pro line. This move is notable as it comes during a period of sharply rising memory and storage component costs, a phenomenon dubbed "RAMmageddon," which has generally pushed tech prices upward. Apple's decision to lower prices on its premium devices in Israel contrasts with the broader market trend and is not a temporary retailer promotion but a direct company-driven price adjustment.