When Phil Schiller announced the iPhone 7 on Wednesday, he proudly pointed out that its price is the same as the starting price of its predecessor, the 6S. Not in the UK, however.
There, the iPhone 7 prices are significantly higher than the 6S. The cheapest version of the iPhone 7 costs £599 ($801) versus £539 ($720), which was the price of the cheapest 6S at launch.
As we move towards the more expensive models, the situation gets worse. The most expensive iPhone 6S Plus costs £789 at launch ($1,054), £130 less than the most expensive iPhone 7 Plus, which costs £919 ($1,228). The comparison was made with prices in the US, where the most expensive iPhone 7 costs $969.
Somewhat ironically given Apple's commitment to going wireless, the UK also got a bad deal on the company's upcoming wireless AirPods. They cost the exact same amount in pounds (£159 or $212) as they do in dollars ($159). That's a difference of $53 for a pair of earbuds.
Even worse for Brits, Apple yesterday raised the prices of some of its older gadgets, such as the iPad Pro, which starts today at £549 ($734) compared to £499 ($667) just a day earlier.
Yes, Apple device prices have always been more expensive in Europe than in the US, but why are they even higher in the UK? The answer is the fall of the British pound, following the "yes" vote on Brexit.
The iPhone 7 arrives in the UK on September 16, while in the US, pre-orders start on September 9.
