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You do know that the $ price is the pre-VAT price in America? Yes, some have a 0% but for the majority they will be adding their states rate of VAT to the $999.Based on current trends for Apple Prices. Yep.
iPhone X : $999
iPhone x : £999
$999 == £740.88
20% UK VAT == £148.17
Total = £888.17 != £999!
Cheers Apple for the £111 Apple Tax!