Pleasant Surprise: Apple Cuts iPhone Prices in Israel

Apple has instructed its official importers in Israel to reduce the prices of the iPhone 17 Pro and iPhone 17 Pro Max by $90 (approximately 270 shekels). The move is surprising given the price hikes of up to 25% on MacBooks and iPads about two months ago due to the memory chip crisis. The discount will take effect tomorrow.

Apple has instructed its official importers in Israel — iDigital, KSP, Mahsanei Hashmal, and iStore — to lower the prices of the iPhone 17 Pro and iPhone 17 Pro Max by $90, approximately 270 shekels at the current exchange rate, starting tomorrow (Thursday). The decision is surprising as it reverses the company's move less than two months ago, when Apple raised MacBook and iPad prices by 15%-25% amid a surge in memory chip prices, which CEO Tim Cook described as unprecedented. The memory chip crisis, dubbed "RAMgeddon," stems from massive demand from server farms running AI models. According to TrendForce, prices surged over 90% in the first quarter and about 60% in the second quarter. The price cut comes ahead of the launch of the iPhone 18 Pro models next month, alongside rumors of a foldable iPhone. However, TrendForce estimates that production costs for the new Pro models are 40% higher, which could lead to future price increases.