iPhone SE Priced at Premium in Australia and Elsewhere

Apple announced the iPhone SE yesterday for $399 in the United States, which is the most affordable price point it has ever introduced an iPhone at. But in many other launch countries around the world, the new 4-inch smartphone carries a premium beyond foreign currency exchange rates and sales taxes.

iPhone-SE-AUD
In Australia, the iPhone SE starts at roughly $679 AUD for the 16GB model, despite $399 USD amounting to around $525 AUD based on the current exchange rate. The price equals about $617 before GST, so Apple is charging about $62 more beyond the exchange rate and Australian sales tax.

The price difference is similar in Canada, where the iPhone SE starts at $579 compared to a currency adjusted price of around $522. The 64GB model also carries about a $55 premium over U.S. pricing. Unlike VAT in some countries, Canadian sales tax is added to these prices at the time of purchase.

In the United Kingdom, customers will face around a £20 to £25 premium for the iPhone SE after accounting for VAT and the current $ to £ conversion. The forex market has been highly volatile in recent months, so these prices could change accordingly.

iPhone SE prices are inflated in a number of other European countries, including France, Germany, Italy, and Spain, where the 16GB and 64GB models cost €489 and €589 or more respectively with applicable VAT and other fees added. Comparatively, $399 and $499 USD currently equal around €355 and €444 respectively.

Other countries with higher iPhone SE prices include China, Hong Kong, Japan, New Zealand, and Singapore.

Apple, which reports its quarterly financial results in U.S. dollars, typically adjusts foreign prices based on currency exchange rates, while import charges and duties, VAT, taxes, licensing, and other fees can affect global prices. But even when accounting for those factors, the iPhone SE still appears to be priced higher in many countries.

Apple's new 9.7-inch iPad Pro carries similar premiums in countries around the world.

Related Roundup: iPhone SE
Tag: Apple retail


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14 weeks ago
I appreciate the fact that you posted this.. if it can wake them up, that would be a good thing.
Rating: 15 Votes
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14 weeks ago
It's not that bad for the UK. The American price of $399 I presume is without sales tax which equates to £280 at current rates so with our 20% VAT (sales tax for non uk readers) it takes it up to £336 for us.

So yes there is a little premium attached to it of £23 but not as bad as the article makes out.
Rating: 11 Votes
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14 weeks ago
Why is this even a story? US don't include sales tax which is why they seem a lot cheaper than other countries pricing.
Rating: 8 Votes
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14 weeks ago
Are the European prices before or after tax? If they're after-tax, it's not that surprising considering VAT can be upwards of 20% in France and just slightly less in other European countries.
Rating: 6 Votes
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14 weeks ago
Don't you feel it's pretty obvious what's going to happen in the long term?

Apple keeps making high priced phones, not that there is anything wrong with that, but fails at producing GOOD more affordable models.

Year after year the Quality of vastly more affordable Android phones goes every higher and higher.

Only a few years ago, a budget phone was very poor indeed, however their quality is growing at an alarming rate, to the point where for most people it's going to become harder and harder to justify such an outlay.

For myself, I can only see this, in the long term meaning more will gradually start to leave Apple.
Won't happen overnight, but unless Apple do something It's going to go that way eventually.
Rating: 5 Votes
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14 weeks ago

what an incredibly amateur article from macrumors...how many years have we discussed this for now?

Even the mods don't get it??

The inflation is because in EU and UK the prices include all taxes, and pre tax inflation is due to currency differences.

End of the non-story.


Umm, no. Look at Canada. Does it really cost Apple an extra $50 PER PHONE to ship and sell them here? And then we have a 12% tax added on top of each sale, plus a recycling fee charged by the retailer. An iPhone SE 64GB model will cost me over $794.
Rating: 5 Votes
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14 weeks ago
This is going to get ugly.
Rating: 5 Votes
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14 weeks ago
Prices in Europe are WITH 21% taxes!! (article is wrong there) Without tax, it's €404.
Rating: 5 Votes
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14 weeks ago
This article isn't that accurate because it omits taxes. For example, let's look at the UK. The 16GB is $399, which as of now equates to £280.12. UK VAT is 20% so adding that we get £336.14. Apple is asking for £349, so the difference is a total of £12.86, or $18.32. That is not a big price difference.
Rating: 4 Votes
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14 weeks ago
As far as I know that's the case with pretty much every Apple product... Take the Apple Watch for instance, it starts at $299 in the US, but it's €349 in Europe...
Rating: 4 Votes
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