This week, the world echoed to the clatter of a million jaws hitting the floor as Apple revealed the whopping price of its iPhone X.
Then things got even worse for British buyers, as Apple revealed the price was the same in dollars and pounds – meaning UK buyers could fork out £1,149 for some models.
In the wake of the announcement, lots of clever people on Twitter ‘did the maths’ on whether it was actually cheaper to fly to America and buy one.
But is it actually cheaper?
In reality, probably not: in America, sales tax (their equivalent of VAT) is added on at the till, and it varies by state.
That’s why, every year, there’s a chorus of people who feel that they’re being ‘ripped off’ by Apple.
So the quoted price isn’t what you’ll pay – with states adding on their own tax (it’s 7.25% in California, for instance).
It’s also worth noting that Customs will pull you over and make you pay import duty if they believe you’ve bought electronics abroad to import – so you’ll need to ditch the packaging at the very least.
You’ll also have to ditch the charger, Money Saving Expert warns.
The iPhone X will cost you $999 and will be shipping from November 3.
The iPhone 8 and iPhone 8 Plus
The iPhone 8 models come in a series of new colors including gold.
Apple said they include the highest-quality video ever for the iPhone and new ‘portrait mode’ for the camera.
Other features include augmented reality gaming.
iPhone 8’s will start at $699, and the Plus model at $799.
They will be out on September 22.
Apple Watch Series 3
Along with the new iPhone models, fans got to see the Apple Watch Series 3 for the first time.
It comes with a built-in phone and will cost you $249.
Apple has focused heavily on upgrades within the fitness app. The latest watch will include your heart rate on the interface — a change that was made after its heart rate monitor became the most used in the world.
Apple Watch will also notify you when it detects and elevated heart rate while you don’t appear to be active.
You will also be able to stream 40 million songs from your wrist.
They’ve built the phone antenna straight into the interface, and designed a new micro sim-card. It links up with your iPhone network, so you don’t need to memorize a different number.
The guys over at Apple have managed to cram all these new features into the device the same size as the Apple Series 2.
Apple Watch is now the number one timepiece in the world, overtaking Rolex.
It will be out on September 19.