Best Buy Says Customer ‘Flexibility’ is the Reason it Charges $100 More for the iPhone X

Best Buy is one of many options that smartphone customers have when they’re looking to buy a new phone.

But one thing that many customers should be aware of, is that sometimes Best Buy charges a $100 premium for smartphones. This isn’t a new thing by any means, as the big box retailer has done this for many, many years. But, as noted by MacRumors today, it may come as a shock for anyone that is trying to pre-order a smartphone as high-profile as the iPhone X.

The publication reached out to Best Buy in an effort to try and figure out why Best Buy charges a $100 premium for the iPhone X (and the iPhone 8, iPhone 8 Plus, HTC U11, and many other phones), and the retailer’s answer comes down to “flexibility.” Best Buy says it wants to make sure customers have the ability to “get a phone they want.”

Here’s the official statement:

“Our prices reflect the fact that no matter a customer’s desired plan or carrier, or whether a customer is on a business or personal plan, they are able to get a phone the way they want at Best Buy. Our customers have told us they want this flexibility and sometimes that has a cost.”

Best Buy can charge whatever they want for the products they offer, but they certainly stand out for charging a $100 premium on a device that already starts at $999. If you want to buy an iPhone X from Best Buy, you’ll fork over $1,099 for the 64GB iPhone X, and $1,249 for the 256GB variant.

Customer choice is great, but that doesn’t really explain why the Best Buy option inherently means customers have to pay an additional $100. Customers can pick their carrier of choice if they go with Apple, too, after all.

It’s also worth noting that the $100 “flexibility premium” is only attached to buying devices at full price, without a monthly installment. If you opt for the installment alternative, you’ll pay towards the regular price.

Best Buy doesn’t have the same premium price tag on other products, including other Apple devices — it’s mainly a move reserved for smartphones. Of course, Best Buy also offers a price match guarantee, so the company should match the prices offered by every other place you can buy an iPhone X.

[via MacRumors]

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