iPhone frenzy grips Israel as shoppers flood supermarkets for discounted devices

Hundreds of Israelis flocked to a supermarket in Ramat Gan on Thursday morning in a frenzy to snap up discounted iPhone 17 models, following the chain’s announcement that it would begin selling the smartphones at sharply reduced prices through parallel import.

The crowd began gathering before dawn, with teenagers, soldiers and pensioners standing in line between produce aisles at Victory’s Ayalon Mall branch, waiting for their chance to buy. “We’ve got 60 devices today, more are coming tomorrow and Sunday,” a store representative told the crowd.

Long lines outside Victory’s Ayalon Mall branch in Ramat Gan as customers flock for discounted iPhones

Within an hour, the store had sold out. According to the chain, 900 units were sold across branches Thursday morning, and another 3,000 are expected in the coming days. The sale was limited to one device per customer and allowed payment in up to two installments.

In Ayalon Mall, some shoppers arrived as early as 7:30 a.m. to register on a waiting list, which gave them priority access to the limited stock. “I bought one two days ago at Osher Ad,” said one woman in line, referring to a rival discount supermarket chain. “Now my husband wants one too. I should’ve bought two.” Another man added, “You’re exhausted from standing in line, but you’re already invested. You say, ‘I’ve been here three hours, might as well stick it out.’”

Tempers flared as the limited supply became evident. “They ended the list at 67 and told the first arrivals to wait off to the side. They brought in 400 people for 20–30 phones. It’s disgraceful,” one frustrated shopper said. Still, staff were reportedly patient despite the chaos. “The madness started at 7:00 a.m.,” said the head cashier. “At one point I hid in the back rooms to avoid the crowd.”

Long lines at Victory’s Ayalon Mall branch in Ramat Gan as customers flock for discounted iPhones

(Photo: Mairav Crystal)

Victory’s promotion follows a similar move by Osher Ad, which began selling iPhones earlier this week at reduced prices via parallel import. Victory is offering iPhone 17, 17 Pro, 17 Pro Max and iPhone Air 256GB in three colors, with prices ranging from 2,899 to 4,899 shekels ($890 to $1,520). Purchases include free screen protectors, cases and charging heads, items not offered by Osher Ad.

Sales are taking place at multiple locations, including Bat Yam, Be’er Sheva, Ashdod, Givatayim, Yavne, Afula, Jerusalem’s Malha Mall and Kiryat Motzkin.

While price differences between Victory and Osher Ad are marginal—2% to 3%—Victory undercuts other electronics retailers by hundreds of shekels. For example, the iPhone 17 Pro Max 256GB sells for 4,899 shekels at Victory compared to 5,699 shekels at competing chains, a 14% difference. Even in the tax-free city of Eilat, prices are generally higher than Victory’s.

Industry insiders have taken notice. “Supermarkets are hurting our business. We barely make a profit on iPhones,” a representative from a major electronics chain told Ynet. “This is all noise over very limited stock. Wonder when Rami Levy will jump in.”

Another retail source added: “It’s like us buying 100 kilos of tomatoes and cucumbers and selling them in our stores for half a shekel per kilo.”