Let me start from the end: we just ran away from the place to another nice hotel with the same price 200m away from this place.
Why we did it:
1. Before we came to the apartment the owner requested higher amount for payment then it was stated on the hotels.com website. The owner wanted us to pay in local currency using his own exchange rate significantly more then actual. Also he wanted 20$ for cleaning instead of 20NIS what is also stated on the side.
2. When we came to the place, we found out that the room is actually twice smaller then it was in description. In fact it is very small like capsule hotel, around 10sq meters total including kitchen and bathroom. There is no even place for two chairs, not speaking about table :) though in the description it is 25sq. m. And different photos.
3. Minor thing but the apartment’s window was looking on the wall of the neighboring building while in the description the beach view was promised.
4. Finally though the room was in general clean, the water dispenser was broken as well as towels handler in the bathroom.
So in my opinion this is total fraud. The owner provide false information in order to make his offer look better. While in fact this is definitely bad choice in Tel-Aviv as I often come here and have been to many other places.
BTW the same owner manages Ha-Carmel Market Apartment, but I have not been there.
Look for other options in TA.