Week 1A new model lands. You take six, at a price that assumed they would go in a fortnight, because that is what the rep said.
Week 3Four have gone. A customer wants the same phone in the other colour. It might be in the second branch. Somebody phones, somebody looks in a drawer.
Week 8The distributor drops the trade price. The two on your shelf are now worth less than you paid, but the margin report still shows the margin you expected in week one.
Week 14The successor model is announced. Those two handsets are now a discount decision, and the discount comes out of the accessories that actually made the money.
Year endThe shop looks profitable and the bank balance disagrees, because most of the profit is standing on a shelf in last year’s colours.
Where the money actually isCash, in handsets, in a market that moves faster than the shelf
You cannot stop a phone depreciating. You can find out in week eight rather than week fourteen, which is the difference between a discount and a write-off.