Over the last 18 months the exchange rate has not been the best for U.S to UK, and as such Apple has seen fit to adjust prices in the UK to nearly the same numerically as the dollar amount. Now that there is a serious trend back where the rate was 18 months ago, and seems to be staying. Will (or should!) Apple readjust the prices in the UK store to be more reflective of the actual rates. At the moment for example, £999 for an iPhone X is way out of line compared to $999 even when taxes etc are taken into account. Similar for other product lines like Mac, iPad and the accessories.