Apple raise prices by 20% in the UK

Apple have announced a price increase of 20 percent for computer products in the UK, in response to the effect of Brexit on the British Pound.

The 13-inch Macbook Air, which is the company’s cheapest laptop now costs retails at £949, up from £849. In addition, their Mac Pro desktop computer now costs £2,999, up from the previous price of £2,499.

In a statement, Apple said: “Apple suggests product prices internationally on the basis of several factors, including currency exchange rates, local import laws, business practices, taxes, and the cost of doing business. These factors vary from region to region and over time, such that international prices are not always comparable to US suggested retail prices.”

“International prices are not always comparable to US suggested retail prices.”

However analysts have predicted further price increase could be on the horizon, as many companies attempt to adjust to the changing UK economic environment. Apple’s Wednesday reporting reflected this, revealing disappointing revenue sales in general, as the company saw profits fall for the first time in 10 years.

“Apple has to recalibrate prices after significant currency fluctuations, and since the EU referendum, UK prices are out of sync with the dollar,” said Patrick O’Brien, analyst at the Verdict Retail consultancy.

“Apple has taken the hit up until now. While price increases won’t look good to the consumer, it’s difficult to blame Apple.

“Once you strip out UK sales tax (VAT) and the currency conversion, the new UK prices could still be viewed as fair.”

This coincides with similar measures undertaken by other technology firm competitors such as Microsoft. Earlier this week, Microsoft announced an increase of up to 22 percent for business customers of its cloud products, to reflect the weakening value of the sterling against the euro.

Apple’s price announcement follows Thursday’s unveiling of the new Macbook Pro device, which features a new programmable “Touch Bar” to replace function keys.

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Nicole covers emerging global economic and political events for The UK Investor Magazine. Her focus is particularly upon company news and political developments in Europe and the US.