I don't think Apple are trying to help UK customers out, they just know £949 is pushing the limit on what will sell for a mid tier iPhone that has now adopted a Pro price point. As it happens the reception for this model has been disappointing in certain markets where it is priced higher. A pre VAT price won't soften any opinions on a product not being worth it for the price. I got a 13 Pro Max for the same price as a 14 Plus for instance, so Apple got it very wrong with their structure this year. Hopefully this year they will do better and if they continue with a higher priced mid tier, they actually improve the hardware features to make it compelling to purchase.