Apple UK changed price on Apple TV from £101 to £99?

[amack]

I noticed today the price of an Apple TV has changed from £101 to £99 on the UK store site. Anybody know the reason? Gizmodo UK did an article only 4 days ago complaining about us Brits being ripped off and used the Apple TV as an example saying we pay £101. Well not anymore! Fingers crossed for a new Apple TV tomorrow.

 

[eawmp1]

Apple adjusted prices in non-US markets on Apps in July. This modest change in the Apple TV price likely only represents pricing changes due to currency fluctuations.

 

[whuybr0]

Probably adjusting to EUR/GBP currency ratio because of introduction of ATV2 in 7 (or so) new countries in Europe in near-future.

 

[Kissaragi]

It only went up to £101 with the VAT increase, they are just adjusting the prices back down to make them look more attractive. The Kindles just did the same thing.

 

[weckart]

Did you also notice that the base Macbook Air went back down from £867 to £849? Adjusting to the pre-VAT increase price thresholds is all that has happened. The VAT increase was not swallowed by Apple unlike other retailers and resulted in a lot of odd prices.

 

[OllyW]

They've forgot to change the Apple TV page.

 

[Porco]

It was sheer insanity that it's been left at £101 for so long anyway.

Did you also notice that the base Macbook Air went back down from £867 to £849? Adjusting to the pre-VAT increase price thresholds is all that has happened. The VAT increase was not swallowed by Apple unlike other retailers and resulted in a lot of odd prices.

Yeah, the Mac Mini at £529 and Mac Pro at £2041 are silly prices too, hopefully they'll be cut. A £499 mini would be a very good price point I think, as with all these prices the psychological difference is bigger than the actual financial one, but they aren't huge amounts and we all know Apple have large margins.

I suppose we should be glad they didn't round upwards instead though!