Apple will launch the most expensive iPhone in the UK next week amid a Brexit-hit pound just two years after the company broke its own records with the iPhone X.
The iPhone 11 Pro and 11 Pro Max, which were unveiled during a press event on Tuesday, will come to the US market for $ 999 [£809] and $ 1,099 for phones costing £ 1,049 and £ 1,149 , which represents an increase of £ 50 over the previous year. The difference is largely due to the lingering weakness of the pound: two years ago, when that price was set, £ 1
The price differences on the iPhone are not just due to the currency markets. Prices in the UK include VAT, while prices in the US are net of VAT: In a direct comparison of pre-tax prices, UK phones cost £ 874 / $ 1,061 and £ 957 / $ 1,162, respectively, which means Apple still charged GBP 60 (GBP 49)) more in the UK than in the US.
But the British premium has actually fallen in the last two years and has not risen: in 2017, iPhones in the UK cost $ 100 more than in the US before taxes.
] The difference between 2017 and 2019 is in the performance of the pound, which was adversely affected by concerns over a non-trading Brexit.
This is not the first time this has happened. In 2016, Apple released a new line of MacBook Pros that quietly raised the prices of all computers sold, even those that were not updated, to £ 500 more overnight. The event was the first major product release after Prime Minister Theresa May expressed her desire to trigger Article 50 in March 2017. This news dropped the pound to a 21-year low.