Been pricing up a new iPhone 15 Pro. Costco are £974.98 yet the same phone from the Apple store is £1099.
Why is this? Surely buying direct should be the same if not cheaper.
iMac 21.5″, macOS 12.7
Apple Authorized Resellers set their own prices. In the U.S. (and possibly elsewhere) there are laws preventing manufacturers from controlling prices charged by retailers.
Resellers can set their own prices and they do this for competitive reasons to get you to purchase from their locations. Many also receive subsidies from cell carriers that will lock the device to that carrier. The Apple Store sells unlocked devices available for use on any carrier without the subsidies.
Actually, apple stores sell everything at a higher price than other sellers. I was told that if you call the price match, they can help me. however, they just told me another seller (Costco, Target, Best Buy) has a deal, and they can not match the price.
Cheers, this is in the UK where we will be buying.
Why is it cheaper to buy an iPhone from Costco than it is to purchase direct from an Apple store?
