Osher Ad Stocks 1,000 Foldable iPhones in Major Discount Campaign
Osher Ad has acquired over 1,000 units of Apple's new iPhone Duo foldable smartphone, offering them at a 1,000 NIS discount. The aggressive move surpasses the entire initial supply allocated to the Israeli market by Apple.
Osher Ad is expanding its tech product offerings with the introduction of Apple's first foldable device, the iPhone Duo. The discount retail chain has acquired an inventory of over 1,000 units of the new foldable smartphone, pricing them at 7,999 NIS—roughly 1,000 NIS below the standard market price of 8,999 NIS. The devices will be available at seven branches across the country, alongside hundreds of AirPods 5 units priced at 399 NIS, which is about 300 NIS lower than official importer prices.
The participating branches include Petah Tikva, Rishon LeZion, Talpiot in Jerusalem, Tel Aviv, Afula, Kiryat Yam, and Ad Halom near Ashdod. This is an unusually bold move for Osher Ad, which over the past year has routinely marketed thousands of standard iPhones at discounted prices. Unlike standard iPhone models, the foldable device targets a more niche audience due to its high price tag, which normally starts at around 8,200 NIS in Israel. Nonetheless, the chain secured a remarkably large supply amid industry reports regarding tight allocations provided to official distributors.
Reports indicate that Apple originally allocated only about 500 foldable devices to Israel for the initial launch wave. This limited quantity was intended to be distributed among all official importers, retail chains, and cellular operators, leaving some marketers with mere dozens of units. Osher Ad is now offering an inventory more than double the size of the initial allocation designated for the entire Israeli market.
The "Hunting" Strategy
This move follows a series of successful promotional campaigns launched by Osher Ad in the mobile sector. Last November, the chain began selling iPhone 17 devices through parallel imports at significantly lower prices than official distributors, sparking unprecedented demand and quickly emptying inventories. Competing food chains, including Victory and Yochananof, subsequently joined the trend.
With the launch of the iPhone 18 series last September, Osher Ad replicated the strategy, offering the Pro model with 256GB of storage for approximately 4,490 NIS. By early October, the price was further slashed to 3,999 NIS across four branches—marking a gap of over a thousand shekels below the market price. These campaigns are part of the chain's "hunting" strategy, which involves securing large-scale spot deals for high-demand products and marketing them at aggressive prices to drive in-store traffic.
The new foldable iPhone, launched last month, marks Apple's debut in a category long dominated by competitors such as Samsung and Google. The device features a 5.4-inch external screen and a 7.6-inch foldable internal display, offering tablet-like functionality. However, reviews point out that despite its high build quality and impressive screen, the device is relatively heavy and bulky, with certain limitations in camera performance and user experience. Early reports of screen glitches have also raised questions regarding the maturity of the first-generation technology.
