Why are Apple products more expensive in the UK? British fans are furious after having to spend an extra £700 on the new Vision Pro – with one saying you could fly to New York to buy the headset and STILL save money
The Vision Pro headset is finally available in the UK, but Brits aren’t happy about paying even more for Apple’s hottest new gadget.
Since February, Vision Pro – the headset that allows wearers to select apps with their eyes – has been available in the US for $3,499 (£2,759).
But the price in the UK is around £700 higher – a whopping £3,499 ($4,434) – and Brits have taken to X (Twitter) to complain.
Someone pointed out that it would be cheaper to fly to New York to pick up a Vision Pro and return to London.
It reflects a general trend at Apple in recent years, with iPhones, iPads and MacBooks among the products that have become more expensive across the Atlantic.
iPhones, iPads and Macs are among the Apple products that have become more expensive in the UK in recent years. But why?
Apple’s Vision Pro is now available for pre-order in the UK, as well as Canada, Germany, France and Australia, but shipping or delivery to Apple Stores won’t begin until July 12.
Before the UK release, fans were already bringing the device back from the US – ultimately saving money than if they had waited and bought it in Britain.
According to George Jijiashvili, senior principal analyst at Omdia, prices of Apple products in the United Kingdom are higher due to the value added tax (VAT) introduced by the British government.
“There doesn’t seem to be a clear pattern as to why the price difference between the US and the UK varies so much, but it is better for some devices than others,” Jijiashvili said.
The expert also believes that Apple has a “pricing strategy,” although details about the background to that strategy may be kept closely guarded.
In recent years in particular, Apple has tended to charge the same amount in US dollars and British pounds for a product – for example, $799/£799 for the iPhone 15.
For people unfamiliar with exchange rates, this may give the impression that the price of the product is approximately the same in both areas.
Paolo Pescatore, analyst at PP Foresight, said Vision Pro’s “eye-watering” price in the UK “will certainly raise eyebrows”.
“It’s a premium device that’s made with premium materials and will probably cost a little bit more,” Pescatore said.
‘This is due to a combination of factors, including the exchange rate and local taxes, but also the Bill of Materials (BOM) – essentially the parts that make up the device.’
Brits have taken to X (Twitter) to complain, with one pointing out that it would be cheaper to fly to New York to pick one up
Before the UK release, fans have already sourced the device from the US, ultimately saving money than if they waited and bought it in the UK.
Apple’s Vision Pro is available to pre-order now in the UK, as well as Canada, Germany, France and Australia, though it won’t ship or hit Apple Stores in those countries until July 12.
It’s been called the company’s first virtual reality (VR) headset, though it actually combines elements of both VR and augmented reality (AR), with digital images projected over real-world surroundings.
The 600g Vision Pro has a single, thick band on the back of the head, which connects to a large, sleek shield that sits over the eyes.
While wearing the headset, users select content in the glasses with their eyes, tap their fingers together to click, and gently swipe to scroll.
The device allows users to select apps just by looking at them, play immersive games or watch sports and movies on a huge virtual screen.
It’s powered by an external rechargeable battery that gives you up to two hours of use in general use, or all day when plugged in.
A customer learns to use the Vision Pro at its launch in Singapore on Friday. The device was launched in Asian countries last week
Vision Pro is the first Apple product you look forward to, not look at, CEO Tim Cook said when the company unveiled it last year. Pictured: Apple Store in Beijing on June 28, 2024
Apple CEO Tim Cook said during the unveiling that this is the first Apple product “you look forward to and don’t look at,” ushering in a new era of “spatial computing.”
But in reviews the device is criticized for quickly consuming energy and being too heavy to carry. The price tag is also ‘absurd’.
In addition to receiving bewildered looks from onlookers, users have also complained of headaches, tired eyes, and even burst blood vessels.
MailOnline called the virtual visuals “truly mesmerising” in its review, but decided it wasn’t worth the five times higher price of rival Meta’s Oculus headset.
MailOnline has contacted Apple for comment.