The iPhone 16 has now launched in the UK but Apple has faced criticism for charging Britons more than US customers for the same product.
Released on September 20 and costing £799 for the cheapest 128gb model, it has been billed by Apple as the most powerful yet. New features for the gadget include Apple Intelligence, which will allow users to create a movie from photos and videos with a simple prompt and edit rough notes into perfect text.
There are upgrades to the camera including a dedicated button, while the Visual Intelligence function will allow users to receive information on a photo they have taken.
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New tech does not come cheap - but Apple has faced criticism for continuing to charge Britons more than US customers for the same product. Across the pond, the phone starts from $799, which works out at around £600in sterling. In the UK there is a significant disparity given the product starts from £799.
This is usually the case due to the product being typically more expensive here due to taxes and exchange rates. However, even after removing VAT, which isn't charged in the US, the new UK handset would still cost just under £666, which means British consumers are still paying over the odds.
Russell Gous, editor-in-chief of transfer rate site TopMoneyCompare, said: "UK customers will be wondering why they're again paying a hidden 'Apple tax’. Apple may justify this by focusing on price stability, ensuring consumers aren’t affected by exchange rate fluctuations."
"However, this approach seems to disproportionately impact UK customers, who often pay more even when the pound is strong. UK customers deserve transparency and fairness in pricing. With each new launch, this disparity becomes harder to ignore."
Apple were contacted for comment.
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