Best Buy was charging a $100 premium to customers who wanted to purchase the iPhone without a carrier plan. The company claimed flexibility 'has a cost'. Essentially, it was charging customers to offset payments it receives from carriers for selling a device already set up to work on their network.
Not satisfied with the damage to its PR, Best Buy has decided that rather than settling for the profit from selling a full price unactivated iPhone, it will just deny customers the flexibility.
"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 said. "That’s why we decided a few days ago to only sell the phone the traditional way, through installment billing plans."