iPhone 15 Pro Models £100+ Cheaper in the UK Than Last Year's Equivalent Devices

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I don’t think US sales tax is anywhere near 20%

It isn’t near 20% but my point was that it’s largely the high VAT causing European to have to pay that much more. Apple's iPhone prices (not Apple's iPhone prices plus government purchases taxes) are fairly similar between the U.S. and Europe. If you have an issue with the U.S./European price differences, perhaps you should talk to your government.