Best Buy says it is ceasing some sales of Apple’s iPhone X and iPhone 8 because consumers have complained that the phones are too expensive when purchased outright.
Would-be customers got sticker shock when they saw Apple’s retail price of $999 and $1,149 for the two iPhone X configurations (64GB and 265GB) went up with Best Buy’s $100 premium to $1,099 and $1,249, according to Bloomberg.
Apple will likely take a huge hit from Best Buy’s decision to nix direct and immediate purchase of the mobile devices, due to the size of the partner company. The massive electronics retailer, though, will still sell all iPhone models through the installment plans offered by the carrier, which permits payments in segments and at future points in time.
The considerable difference in price is due to the fact that carriers pay retailers if they sell phones that are pre-set with the carrier’s wireless network.
Best Buy likely went through with the significant move because it went against their eponymous ethos of only having the best buys. For example, the corporation got a lot of flak from various directions, like Twitter and the media, for the apparently inordinate prices.
“Although there was clearly demand for the un-activated iPhone X, selling it that way cost more money, causing some confusion with our customers and noise in the media,” a Best Buy spokeswoman told Bloomberg. “That’s why we decided a few days ago to only sell the phone the traditional way, through installment billing plans.”
Apple did not respond to The Daily Caller News Foundation’s request for comment by publication. But Apple CEO Tim Cook said in September that the nearly $1,000 iPhone X is “a value price, actually” after being asked if it was too expensive for “the average American.”
While Apple offers the iPhone X for $1,000 upfront, the somewhat substantial increase in cost for some of Best Buy’s offerings likely wouldn’t change Cook’s perception from “value price” to too expensive. (RELATED: Accusations Against Apple Downgrading Technology Is Just One Of Many)
Best Buy’s choice could be another negative occurrence for Apple. A number of new products and services from the tech conglomerate have allegedly experienced technical issues, some even before hitting the shelves.
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