eXtra CEO expects 25% price rise in electronics

eXtra CEO Ali Mansour says television prices are up between 15% and 25%, depending on the brand

Ali Mansour, CEO of United Electronics Co. (eXtra), said consumers looking to purchase electronics or laptops may face price increases of 20% to 25% across certain product categories, particularly those impacted by higher electronic component costs and global shipping charges.

Speaking to Al Arabiya, Mansour said prices of some computers and tablets increased by around 20%, while gaming consoles have seen similar price hikes.

Meanwhile, television prices have risen between 15% and 25%, depending on the brand, he added.

The computer market is also facing pressure from higher global semiconductor prices, a factor that is not directly linked to the current regional situation.

Mansour stated Apple has been facing iPhone supply shortages since mid-February, despite strong demand for the devices during the first two months of the year.

He noted that eXtra is working closely with suppliers to absorb as much of the cost increases as possible. However, part of the additional costs will ultimately be passed on to consumers.

The CEO added that shipping costs remain significantly higher than historical levels, placing further upward pressure on prices of electronics and home appliances in the coming period.

Mansour said eXtra had committed to purchasing large volumes of inventory before the outbreak of the Iran war, lifting inventory value to around SAR 1.88 billion ahead of the Mega Sale campaign.

According to Argaam data, eXtra reported a 2% increase in net profit to SAR 197.2 million for the first half of 2026, compared to SAR 192.7 million in the corresponding period of 2025. Q2 profit, however, declined 4% year-on-year to SAR 102.6 million.