Australia’s JB Hi-Fi extends massive AU$320 iPhone Xs discounts till 1 June
It appears that Apple has well and truly “jumped the shark” with its iPhone Xs pricing, at least in Australia. We reported last week that leading Australian consumer electronics retailer JB Hi-Fi had slashed AU$320 of the top-of-the-line iPhone Xs and iPhone Xs Max models with 512 GB of RAM – never before have we seen such a price reduction on Apple’s current-gen flagship iPhone model. In a further indication that customers are simply unwilling to fork out well over AU$2,000 for an iPhone, JB Hi-Fi has extended the huge AU$320 price cut all the way to 1 June.
The original price of the iPhone Xs 512 GB model was AU$2,199 – the price cut takes this down to AU$1,879 or the price equivalent of the 256 GB model. The original price of the iPhone Xs Max is listed at AU$2,369 – this can now be had for AU$2,049 but still priced north of $2K. As a point of comparison, even the more exotic ceramic variant of Samsung’s 512 GB Galaxy S10+ retails for AU$1,849 – a regular 512 GB Galaxy S10+ with glass back is currently retailing for AU$1,699. Pre-orders also shipped with a free set of Galaxy Buds worth AU$249, yet even Samsung is still having issues generating interest in its high-end devices too.
Apple is currently in the process of cutting prices on a number of its products in domestic and global markets, something that hasn’t been seen in years. It recently reduced the price of its HomePod, some of its MacBooks, along with price cuts for its iPhone Xr in certain markets as well. It appears that its strategy of raising the pricing tiers for its iPhone line (without corresponding feature or materials enhancements) has come at completely the wrong time with a smartphone market saturated with choices with similar features well below what Apple (and Samsung) are charging.