Hey @rubenv!
We often review our pricing and we want to remain as competitive as possible! That said, it is possible that Apple has a different pricing on their end, as they are the manufacturer of the device.
You definitely do have the option to purchase at full price directly from Apple and use it with your Fido plan though! 
That said, it's always a good idea to keep an eye out on Fido.ca to be on top of any pricing changes 
Hi everyone, sorry for the delay in getting back to you all!
We've forwarded your concerns to our marketing team. As mentioned by @FidoNick, we continually update our pricing to ensure our customers receive the best value for devices. Keep an eye on our website for the latest pricing and promotions. 
Hey! I can definitely understand the confusion with this. In this case it seems like Apple dropped the price of their older models since the 8 came out, and we're just waiting on them to pass the new costs/pricing to us.
If you check Apple's pricing history on the phone, it was $1049 on the 10th of September, 2017 from them directly.
Apple is also able to set prices independently of us, since they do make the phone.
Quick edit: This is in regards to the iPhone 7 Plus 32GB.
This seems to also be related to Apple dropping the price on older models since the 8 came out.
Here's the prices from Apple's website as of September 11th, 2017. I've used "Internet Archive: Wayback Machine" to check this out.
I've also checked a couple other provider's websites, and some of them seem to also not have lowered their prices like Apple has.
