“This Is Insane”: Cool Story Bru Breaks Down New iPhone Costs in SA vs Other Countries
- South African content creator Cool Story Bru revealed projected prices for the new iPhone range in SA, and the numbers left viewers stunned
- The most basic new iPhone model could cost over R50,000 in South Africa, far exceeding prices in the UK, Germany, UAE and Australia
- South Africans in the comments said they would rather hold onto their old phones than spend that kind of money
PAY ATTENTION: Mark Briefly News as a preferred source, and our content will appear higher in your Google feed!
Source: UGC
South African content creator Cool Story Bru sparked a wave of disbelief online after sharing a video breaking down just how much the new iPhone range could cost local buyers compared to the rest of the world.
In the clip posted on 10 September 2026, Cool Story Bru referenced calculations from TechCentral to show that the base model of Apple’s newly announced iPhone Duo, which carries a price tag of around $2,000 (roughly R32,000) in the United States, could set South African consumers back more than R50,000. That price gap is enough, he pointed out, to make flying to the US, buying the phone there, and flying home the more financially sensible option.
The comparison did not stop at the US. In the UK, the same device is projected to cost around R43,000, while Germany comes in at R42,000, the UAE at R37,000, and Australia at R40,000. South Africa sits at the top of that list by a significant margin.
Why South Africans pay more for iPhones
The rand’s weakness against major currencies drives much of the price gap. Apple sets its international prices in US dollars, and when those figures are converted into rands, import duties and local retailer margins push the final cost even higher. It is a pattern South African tech buyers know well, and one that has only worsened as the rand has fluctuated in recent years.
PAY ATTENTION: You can now search for all your favourite news and topics on Briefly News.
For those eyeing the top-end model, Cool Story Bru warned that the 2TB version of the new iPhone could reach R80,000 in South Africa. The iPhone 18 Pro and Pro Max are expected to follow a similar pricing trajectory when official figures are eventually confirmed.
He noted that Apple has not yet released official local prices and that the estimates could shift slightly. Based on historical trends, however, such projections tend to land close to the mark.
Watch the full TikTok breakdown below:
Mzansi reacts to the iPhone price shock
South Africans in the comments were not impressed, and most made it clear they would not be rushing to upgrade:
@LEGION GAMING ZA said:
“Nah. I’m good. I’ll stick to my iPhone 13.”
@AA 🌸 wrote:
“I’d rather just get the Samsung. 🥰”
@simbone02 shared:
“I'd rather buy a YSL handbag. I am keeping my iPhone 13 Pro Max.”
@The Lucky One asked:
“When you buy it in other countries, will it function in SA?”
PAY ATTENTION: Follow Briefly News on Twitter and never miss the hottest topics! Find us at @brieflyza!
Source: Briefly News
