14 DAY TRIAL // Best Buy tried to make the most of the huge demand for the iPhone X in a way that you wouldn’t normally expect from a retailer this big: the company overcharged for the unlocked model, asking customers to pay $100 more than they’d normally do for the same configuration at Apple.
Needless to say, the $100 extra charge generated a lot of negative feedback, and when we say a lot, we really mean it. Pretty much everyone criticized the company, and users quickly reacted on every available channel, including reddit, Twitter, Facebook, and in the comment sections of technology websites.
This avalanche of criticism wasn’t good news for Best Buy, so the company decided to give up on the extra charge, though it does it in its own way.
Instead of selling the unlocked model of the iPhone X without a $100 surcharge, Best Buy stops selling the unlocked device entirely, so customers are now only able to get it with an installment plan.
Customers were confused, Best Buy says
A company spokesperson says it’s all because of the confusion created among customers. If confusion means outrage against a ridiculous price increase, then yes, Best Buy is right, though giving up on the unlocked model might not be the best business decision.
“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,” Best Buy spokeswoman Danielle Schumann was quoted as saying. “That’s why we decided a few days ago to only sell the phone the traditional way, through installment billing plans.”
If you’re still looking into an unlocked iPhone X and don’t want to spend a fortune on it, Apple is still selling the device with a T-Mobile SIM without a price increase ($999 for the 64GB model and $1,149 for the 256GB version), though you’ll have to wait up to 6 weeks to get it.