After selling the iPhone 17 at the cheapest price in Israel, the supermarket chain "Osher Ad" proves that its intention to reshape the technology price map in Israel is long-term. This time, the chain is focusing on an equally popular product: Apple headphones.
In recent days, Osher Ad began selling the company’s flagship headphones, the AirPods Pro 3 (the new generation), at an unprecedented price of only NIS 799. The offered price is about NIS 300 lower than the average market price for this model, which reaches around NIS 1,100 in specialized electronics and cellular chains. This significant discount positions Osher Ad as a leading disruptor in the market for accessory technology products, posing a substantial challenge to specialized chains.
Alongside the premium model discount, the chain also included the basic AirPods 4 in the promotion, priced at NIS 349. This price is about NIS 100 lower than the usual price for this model, which hovers around NIS 450 in most chains. This move aims to allow a broader consumer segment to purchase Apple headphones at an accessible entry price and to bring the coveted technology into the family shopping basket.
The current pricing strategy is a direct continuation of the approach started with iPhone sales about a month ago, when the chain recorded staggering success and prompted an immediate response from competing supermarket chains such as Victory, which joined the price war. In this way, supermarkets, which until recently were mainly associated with carts full of milk and frozen meat, have also become an attractive destination for purchasing expensive gadgets.
The ability of a major food chain like Osher Ad to sell luxury technology products at such a large gap from the known catalog price raises questions about the supply chain and import margins in Israel. The Israeli consumer, who until now paid a “luxury tax” on Apple products, now enjoys the fruits of the competition generated by the chain. The forecast is that this move will put additional pressure on electronics and cellular chains, which have already struggled with iPhone sales. The current test is whether the already tight profit margins in the industry will allow them to respond with equal determination and lower prices, or whether they will have to lose a significant market share to supermarkets. Experts estimate that competing chains may rush to join similar headphone promotions to prevent Osher Ad from gaining a competitive advantage, thereby intensifying the price war in the electronics market.