Linked by Thom Holwerda on Tue 12th Sep 2017 19:30 UTC

Apple held its iPhone event today, but since the three major leaks got everything right - read our previous items on the leaks to get the full details - there's really not much to add here, other than the pricing for the new iPhones. The 'regular' iPhone 8 will be about €50 more expensive this year, so take that into account when planning your upgrade. The iPhone X (pronounced "ten" by Apple, "ex" by people with good taste), however, carries a very hefty pricetag, especially in Europe and the UK - the base 64GB model is $999 in the US, and a staggering €1159 in Europe (and an equally staggering £999 in the UK).

I think it's definitely a nice looking phone, and can certainly hold its own against other small-bezel phones from Samsung, LG, and others (especially others), but especially outside of the US, that's one hell of a price tag. Going over the magic €1000 mark feels like crossing a psychological threshold from high-end brand new smartphone territory into high-end brand new laptop territory, and that's a tough pill to swallow.

The additional problem here is that the iPhone 8 simply looks outdated compared to all the minimal bezel phones of this year, and certainly so next to the iPhone X in stores for the iOS users among us. I'm up for contract renewal, and since I'm the kind of person to switch platforms about once a year, I was definitely interested in switching to iOS again by buying the iPhone X. However, that €1159 price tag is way, way beyond the outer limit of my comfort zone.

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by henderson101 on Wed 13th Sep 2017 07:34 UTC
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The mainland European price is a kicker. The UK price includes VAT and import tax, so I can get (given how much Brexit destroyed Sterling) why the price is so high.

As the Euro seems to hover around 1:1 of the UK price, if you are European and can lay your hands on Sterling with little or no conversion charges, and wait for the Pound to hit the "almost 1:1" again, it seems like it is actually cheaper to buy the phones in the UK.

It used to just be that Russian gangsters did this for the non-Apple release markets, but I think this might be a thing again this year. (I saw this with my own eyes in London on iPad 2 launch day - loads of drunk Eastern European builders queuing up at the Regents Street store and buying the most expensive model, with a young guy in an expensive looking suit handing them a bundle of cash as they waited.)

Edited 2017-09-13 07:38 UTC

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