I know, but Apple's idea of an "unbelievable price" in rip-off Britian might be vastly different to ours.
Initial sales figures should teach them a lesson if they don't get it right.
Brits are about the most thrifty nation on earth, combined with a recession and not even Apple will get away with it, especially not when they are remedying their old pricing woes in the US at the same time.