The price war over iPhones in Israel is stepping up a notch. The Victory chain, which already entered the arena last November with aggressive prices on the iPhone 17 series, is now slashing prices once again – and setting price tags even lower than the launch prices it offered itself a few months ago.
As part of the new move, Victory is selling the base iPhone 17 model with 256 GB of storage for just NIS 2,599. This is a significant drop compared to last November, when the same model was sold by the chain for NIS 2,899. In practice, within a short period, the price has eroded by another NIS 300 – a relatively unusual figure in the local iPhone market, where prices tend to remain high even months after launch.
A sharp price reduction is also recorded in the premium model sector. The iPhone 17 Pro model is now dropping to just NIS 3,999, after initially being sold for NIS 4,399. Meanwhile, the top-tier iPhone 17 Pro Max model will be offered at a price of NIS 4,399 – a price tag considered exceptionally low for Apple's flagship device.
The devices are available for physical purchase at Victory branches, under parallel import and with a full warranty. Alongside this, the chain emphasizes that these are models based on eSIM technology only, without a physical SIM tray – a detail that may be significant for some consumers.
The battle over iPhone prices already began last November, when Victory was among the first chains that tried to disrupt the accepted price levels in the market. At the same time, the Osher Ad chain also stirred a consumer storm during that period when it offered the base iPhone 17 for just NIS 2,999 – a move that led to a mass rush, long lines at the branches, and stock that ran out within minutes. Now it seems that the struggle is only intensifying, as prices continue to drop further and further.