Um read the fine print, you must remember they don't tend to sell IPhones "cash" in the USA. So when they say "$99" or "$199" [the current price?] , then guess what, it's actually "$99 WITH A CONTRACT".
You can see on the screenshot quite clearly right below the price: "with a 3 year fido agreement" [whatever that entails]. A 3 year contract alone will probably bring the price down to that without Apple even doing anything.
So it's basically like Vodacom/MTN saying "Iphone for R500 on a Weekender contract" and as a Devill sarcastically mentioned it will actually translate to "R5000 cash" here .