Whenever Apple introduces new products fresh cries of "rip-off Britain" usually follow. The first reader comments on Macworld last night, shortly after stories of new iPods and an Apple TV went live concerned pricing.
This one, despite the length, is worth repeating.
"I've just had a long online conversation with an Apple sales person, trying to find out why the new Apple TV is priced identically in USD and GBP," Macworld reader Neil Hardie said. The new look Apple TV costs $99/£99.
"She spun a lot of tosh about my having to remember about import duties and VAT, during which I pointed out repeatedly that every other Apple product, including the newly announced iPods, is at least priced in dollar-sterling proportion (although not without a major element of currency-exchange profiteering)."
"She then tried the line that US prices don't include sales taxes, whereas UK prices do. This is true, except that in virtually all states, ordering online from out of state, as most consumers do, does not attract retail sales taxes. The base price is what mail-order US consumers pay."
"The bottom line, of course, is that the UK is being ripped off royally once again, at which point she typed: "It has been a privilege helping you today. Is there any other question I can help you with before you proceed?" In other words, Foxtrot Oscar."
Macworld staff received a EMEiA Price List at last night's London Apple event showing the price of new iPods and the Apple TV is 16 countries, showing not only the price but the amount of tax charged.
The Apple Store now also lists next to the price the amount of VAT charged. For example, the new 8GB iPod nano at £129, shows: "includes £25 VAT, duty and levies.*" The * reads "An approximation. VAT, duty and levies may vary over time."
UK VAT will increase to 20 per cent in January 2010.
UK Apple pricing is more often compared to US pricing, so here are how the two Apple Stores compare.
Apple TV - £99/$99
($99 = £64 + 17.5% = £75.20 - The Apple TV was previously priced at £223/$229)
Movie rentals - £TBC although 'Love Happens' HD is displayed at £2.49/SD rentals start at $2.99, HD rentals start at $3.99
TV rentals - £TBC/$0.99
Apple iPod touch
8GB £189/$229
($229 = £149 + 17.5% = £175)
32GB £249/$299
($299 = £194 + 17.5% = £227)
64GB £329/$399
($399 = £259 + 17.5% = £304)
Apple iPod nano
8GB £129/$149
($149 = £96 + 17.5% = £112)
16GB £159/$179
($179 = £116 + 17.5% = £136)
Apple iPod shuffle
2GB £39/$49
($49 = £31 + + 17.5% = £36)
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Comments received
semiotek said on Thu, 02 Sep 2010
To be fair to Apple your comparisons do not include import duty - this element might well explain the iPod prices, but not the TV.
The new iPods are *not* included in the Back to School offer - check the Terms & Conditions page.
frere said on Thu, 02 Sep 2010
Semiotek: This import duty ... from where? China? I agree, let's be fair to Apple ... they have tried harder recently but the ATV shows them in a bad light. If it was £85 I'd buy one.
Once again, Apple reverts to its old self - swapping dollar for pound sterling signs. They want UK buyers to fork out £99 for a $99 machine! $99 is a rough equivalent to £65 so add VATax of 17.5% brings it to £76. We expect a premium for UK goods so let's add another £9. It's still £85!!!
Come on Apple ... it's not as if these things are made in the US!
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