Apple Boosts Prices on iPhones and Other Products in Europe

While the iPhone 7 Plus introduced today saw a general $20 increase compared to the iPhone 6s Plus it will replace, customers in some countries are finding prices on both the iPhone 7 and 7 Plus and other products increasing by even more due to fluctuations in exchange rates.

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One country significantly affected by the changes is the United Kingdom, where off-contract prices for the iPhone 7 in the UK are £599 for 32 GB, £699 for 128 GB, and £799 for 256 GB, compared to £539, £619, and £699 for the iPhone 6s last year. With its higher price points and the general price increase, the iPhone 7 Plus is seeing even large price jumps of between £100 and £130 for UK customers.

The iPhone 7 and 7 Plus have seen more moderate price increases in euro-based countries like Germany, France, The Netherlands, and Italy. In Germany, for example, the iPhone 7 is priced at €759, €869, and €979, roughly €15 higher than the iPhone 6s was priced prior to today. With the general price increases compounding the currency adjustments for the iPhone 7 Plus, prices have increased by €45 on those corresponding models.

The iPhone isn't the only Apple product receiving price changes. For example, the 12.9-inch iPad Pro starts at £729 in the UK as of today, an increase from the previous £679. Other iPad models have seen similar increases, while the Apple Pencil has increased from £79 to £99. Accessories such as cases and cables have also seen price increases in the UK.

Related Roundup: iPhone 7


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34 months ago
Bad move from Apple; they should have eaten the currency swing. The pound is still quite uncertain, but Apple are well hedged. Despite Brexit (which is years away), they are one of the world's largest economies, very tech savvy and extremely consumer-oriented.

The UK is by far Apple's strongest market in Europe, and perhaps the only one where they're increasing market share YOY. They have about 45% of the UK market, compared to ~20% in France/Germany, ~15% in Italy and ~10% in Spain. A weak iPhone at a significantly higher price is going to put that at risk. That is a huge difference - the iPhone is actually significant in the UK market, but has pathetic market-share in Continental Europe.

Public perception of Apple in Europe is already broadly negative due to massive tax evasion (yes, they have been investigated and fined, so we can call it that now - no more of this 'avoidance' spin BS). This isn't going to go down well with UK customers, that's for sure.
Rating: 24 Votes
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34 months ago
Steve Jobs in 1995:

"What ruined Apple wasn’t growth … They got very greedy. Instead of following the original trajectory of the original vision, which was to make the thing an appliance and get this out there to as many people as possible, they went for profits. They made outlandish profits for about four years… What that cost them was their future. What they should have been doing is making rational profits and going for market share."
Rating: 22 Votes
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34 months ago

$1569 in Australia for a 256GB / $1419 128GB 7+ :eek:.

Obviously Brexits fault ;) :D :)
Rating: 10 Votes
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34 months ago

You can't be? about stuff happening now?

No further comments.


No, you can't be. If you're scared because of something that is happening now, it's because you're scared of the future effects. Once something happens, it becomes emotionless fact. This is simple logic.

For example, say the economy contracts by 20% - where is the fear? The fear is about the future effects on prices, salaries, etc. The economic contraction itself happens and becomes fact.

No further comments? Good. Looking at the tone of your other comments on this thread I'm not much interested in debating with you.
Rating: 8 Votes
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34 months ago
I wonder if Apple would reduce their prices in countries where there currency have appreciated against vs. the US dollar to such as Switzerland. I live here and of course this has not happened. Double standard?
Rating: 7 Votes
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34 months ago

Fear, uncertainty and doubt (often shortened to FUD) is a disinformation strategy used in sales, marketing, public relations, politics and propaganda. FUD is generally a strategy to influence perception by disseminating negative and dubious or false information and a manifestation of the appeal to fear.

Doesn't have to be future.

Oh so that's what FUD is. I was wondering why you were talking about Food, Underwear and Detergent. I thought someone pooped their pants when they took a look at those prices! o_O;)
Rating: 7 Votes
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34 months ago

Bad move from Apple; they should have eaten the currency swing. The pound is still quite uncertain, but Apple are well hedged. Despite Brexit (which is years away), they are one of the world's largest economies, very tech savvy and extremely consumer-oriented.

The UK is by far Apple's strongest market in Europe, and perhaps the only one where they're increasing market share YOY. They have about 45% of the UK market, compared to ~20% in France/Germany, ~15% in Italy and ~10% in Spain. A weak iPhone at a significantly higher price is going to put that at risk.

Public perception of Apple in Europe is already broadly negative due to massive tax evasion (yes, they have been investigated and fined, so we can call it that now - no more of this 'avoidance' spin BS). This isn't going to go down well with UK customers, that's for sure.


Quite right, my wife's been waiting to upgrade from my old iPhone 5 to the 7 because she wants a change to the bigger screen, I told her not to get the 6S a couple of months back as the new model was imminent... Now I've told her she's looking at £600 she basically said "**** that". We don't have money worries but at the same time don't just throw it away. That price is going to put a lot of people off - especially for the larger storage options!
Rating: 6 Votes
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34 months ago
£919 for the iPhone 7 Plus 256GB. It's insanity. I think I'm pretty much done with Apple at this point. I don't think they will be getting any more of my money from now on.
Rating: 6 Votes
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34 months ago
Let's not be too hard on Apple. Remember, everybody's salary in the UK went up by 20% to compensate for a hiccup in the exchange rate, so it balances out. :rolleyes:
Rating: 6 Votes
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34 months ago

You are spreading fud here.


uhhh... care to elaborate? To be FUD, you have to be talking about the future, and the only time I did that is when I said customers won't like a significant price increase. Seems pretty non-controversial to me.
Rating: 6 Votes
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