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Apple has once again instructed its official Israeli distributors to lower prices on select products. The company announced that, starting April 1, a new price list for iPhones will take effect, reflecting an 8% reduction (200 shekels –400 shekels or $55–$110) across most models, including the iPhone 16 series.
This marks the third time in the past six months that Apple has implemented such a price cut in Israel, following reductions of 200 shekels –300 shekels ($55–$83) in July and August 2024, as well as a price drop for iPhone 15 Pro models in January.
Industry sources say Apple hasn't provided an official explanation for the move. However, it is speculated that strong Samsung mobile launches may have prompted the company to adjust its pricing, as Samsung continues to gain market share at Apple's expense. Aside from Xiaomi, which is also growing, smaller smartphone manufacturers have nearly disappeared from the Israeli market.
According to Israeli price comparison site Zap, current iPhone 16 prices range as follows:
- iPhone 16 (128GB): 2,898 shekels –4,240 shekels ($800–$1,170)
- iPhone 16 (256GB): 3,299 shekels –4,599 shekels ($910–$1,270)
- iPhone 16 Pro (256GB): 4,299 shekels –5,734 shekels ($1,190–$1,590)
These prices are expected to drop by 200 shekels – 400 shekels ($55–$110). The highest-priced model, the iPhone 16 Pro Max (1TB), currently sells for 6,289 shekels –8,100 shekels ($1,740–$2,240), while the 512GB version is priced at 5,688 shekels –6,979 shekels ($1,570–$1,930) and the 256GB version at 4,808 shekels – 6,075 shekels ($1,330–$1,680).
In Eilat, where tax exemptions apply, iPhones are cheaper, with prices ranging from 4,099 shekels to 4,779 shekels ($1,130–$1,320) — though the expected discount there will likely be lower than 8%.
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Apple’s pricing adjustments have led to significant reductions in iPhone costs. For example:
The iPhone 15 (128GB), originally priced at 4,049 shekels ($1,120) at launch, dropped to 3,699 shekels ($1,020) and now has a maximum price of 3,499 shekels ($970) on Zap — a total reduction of 13.5% so far, with further cuts expected.
Retailers like Go Mobile and KSP offer even lower prices, ranging from 2,537 shekels–2,999 shekels ($700–$830), reflecting discounts of up to 37% from launch prices — before the upcoming April reduction.
The iPhone 15 Plus (128GB), which launched at 4,749 shekels ($1,310), has already dropped to 4,049 shekels ($1,120), a 15% reduction. In other chains, it’s priced at 3,599 shekels ($990) and some private stores sell it for 2,799 shekels ($770) —a total discount of up to 41%, excluding Eilat prices and before the April cuts.
Older models have also seen substantial reductions:
iPhone 14 (128GB): Launched at 3,499 shekels ($970), now selling for 2,138 shekels–3,099 shekels ($590–$860). iPhone 14 Plus (128GB): Price dropped from 4,090 shekels ($1,130) to 2,540 shekels –3,100 shekels ($700–860).
Despite these price drops, iPhones remain among the most expensive smartphones on the market. Additionally, their retail prices often do not include accessories like chargers and headphones — although some retailers are bundling them as a holiday promotion for Passover.
Apple is also expected to reduce prices on iPads. The iPad 10.9" (Wi-Fi, 256GB) has already dropped from 2,739 shekels ($760) to 2,449 shekels ($680), with further reductions anticipated.