Other than a publicity stunt gone bad, I’m not sure why Best Buy did this. Mallory Locklear:
Last Friday, when the iPhone X became available for preorder, would-be Best Buy customers found that to buy the phone upfront through the retailer, they would have to pay $100 more than what Apple itself was charging. Rather than $999 or $1,149 depending on what amount of storage was wanted, Best Buy was charging $1,099 and $1,249.
From gouging to marketingspeak:
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. That’s why we decided a few days ago to only sell the phone the traditional way, through installment billing plans.
Uh huh. Sure.