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The iPhone has been starting at $649 for years now. All goods up in price nominally. I'm not surprised.

On the other hand, Apple tax is part of the reason they are almost a trillion dollar company.
 
UK;

2016 £699 iPhone 7 128GB
2017 £699 iPhone 8 64GB

Need more? £849 for 256GB iPhone 8.

Savage. Utterly brutal.
 
Price doesn't matter to me. I use my iPhone hundreds of times a day, so price is a non-factor. However, the features of the new iPhone X are simply not very good.
 
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UK;

2016 £699 iPhone 7 128GB
2017 £699 iPhone 8 64GB

Need more? £849 for 256GB iPhone 8.

Savage. Utterly brutal.
On the plus, the 7 did go down... a bit... to £649 for 128; you can also get Jet Black on the 32 models now. Looks like I'm going for a 7 rather than 8 with these prices. I could have spent more for a 7s/8, if it was priced in line with, or a smidgen more than the equivalent 7 last year, but this makes me not want to. On the other hand, this pricing makes the X look like a bargain :rolleyes: masters of the upsell!
 
Their price this way so that carriers can offer deals that will lock you into a financing program and keep you on an expensive cellular plan.
 
Here I was expecting to pick up a 128GB 8 for $750, and they got rid of it. No way in hell I'm paying $850 plus tax for 256GB.
If nothing else they should have just gone 128/256 starting at the same price or 10-20 currency units higher. That would've made keeping 7 and 6s as cheaper options more logical at least...
 
I'm surprised they're still selling the 6s.
They need something at that price point - guess they couldn't get the 7 down that low without
a) making it too competitive against the 8
b) eating into their coveted margins

So keeping the 6s series is the solution. Believe they did bring back a single 32gb version of the 6 as well in some markets, not sure if that will keep going too!
 
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