WANA (Oct 10) – With the launch of Apple’s iPhone 17, the buying frenzy among Iranian consumers has reignited. While the device costs around $1,120 (roughly 126 million tomans) in the United States, it is being sold in Iran for between 295 to 340 million tomans — about $2,600 to $3,000 at the current open-market exchange rate (1 USD ≈ 112,000 tomans).

 

All available units on Digikala (Iran’s largest online marketplace, similar to Amazon) reportedly sold out within just a few hours of going live.

 

Considering that the average monthly salary in Iran is around 20 million tomans (approximately $180), purchasing the iPhone 17 requires the equivalent of more than 15 months of an average worker’s income.

 

Yet, many Iranians are still taking out loans or selling personal assets just to own the latest Apple device.

The “iPhonism” Fever in Iran. Social media / WANA News Agency

The “iPhonism” Fever in Iran. Social media / WANA News Agency

iPhone: From a Tech Gadget to a Status Symbol

Sociologists view this trend as a reflection of the desire for distinction and social status. The so-called “iPhonism” phenomenon in Iran represents far more than a passion for technology — it is a symbol of conspicuous consumption, echoing the ideas of economist and sociologist Thorstein Veblen, who argued that people often purchase luxury goods to display wealth and social standing rather than to fulfill practical needs.

 

Iranian sociologist Amanollah Qaraee-Moghadam explains: “If consumption were based on domestic products, it could help boost the national economy. But excessive interest in foreign luxury brands undermines both the economy and cultural identity.”

 

Psychologist Nasim Nouri attributes this behavior to social pressure and competitiveness: “Showing off, social comparison, and a desire for superiority are major drivers of consumerism. Even if the products are locally made, as long as the motive is to compete and impress others, consumerism will persist.”

Iranian women walk in a street in Tehran, Iran December, 2024. Majid Asgaripour/WANA (West Asia News Agency)

From Jokes to Reality: Selling a Kidney for an iPhone?

For years, Persian social media has been filled with jokes about “selling a kidney to buy an iPhone.”

 

What began as satire now feels increasingly close to reality, revealing the intense social pressure to appear modern and affluent.

 

Social psychologist Majid Safarnia believes that everyone in society plays a role in sustaining this culture: “Consumerism has turned into a social value system in which a person’s worth is measured by what they own and the brands they display. The media must play a key role in challenging these distorted values.”

 

He suggests public awareness campaigns such as “Say No to Consumerism,” promoting a culture of mindful spending and encouraging people to invest their time and energy in learning, love, and family connections rather than in status competition.