Europe and UK pays 30% more for entry level iPad 2

Posted in iPad on 22/03/2011 by Cormac Moylan


Apple likes to keep it simple when it comes to pricing. After all why would they complicate things when they benefit from over pricing their equipment in Europe?

Not for the first, or last time, Europeans are getting screwed over with Apple’s near $1 = €1 = £1 pricing model.

$1 is actually worth €0.70 and £0.61. The result? A massive price discrepancy.

Apple’s persistence to price things as “equally” as possible means that Europeans will be over paying for the iPad 2 this Friday.

The entry level iPad 2 (WiFi only) costs $499 if you were to purchase in the US. The same exact device costs Europeans €479. €479 in dollars is $679. This means that Europeans are paying approximately $200 (or €140) more than their American counterparts. That’s a 30% hike!

UK citizens are just as badly ripped off and they will also see approximately 30% price hike in the cost of buying an iPad 2.

The same 16GB model in the UK costs £399 or $653 in dollars. This equates to a difference of $154 (or £94).

The iPad 2 goes on sale in Europe on Friday the 25th. Be prepared to get ripped off.

Update: An error was made in the above pricing comparisons. While Europe and the UK will pay more than those purchasing an iPad 2; it’s not as bad as initially reported. The above Euro and Sterling prices included VAT added to the base price while the US prices don’t include VAT.

If you remove the VAT from the 16GB unit, it will result in approximately a $60 difference between the US and Euro prices. This equates to approximately 12% difference.

  • Fan

    What else is new? This is standard in Europe when it comes to Apple products.

  • iEugy

    ahahahahah in Europe prices are with VAT…. in Italy 16 gb Wi-Fi 399 € + VAT 20%…

  • It would be nice to think consumers would contain their enthusiasm and simply not buy one, if that's the price difference. I'll stick with my iPad 1 until my next trip to the US. Hopefully, the pound might be a little stronger then as well.

  • Mac

    You're not comparing Apples with Apples… US prices are quoted pre-sales Tax for a start. Add in sales tax the margin is less. Then add in import duty, and wowa, who'd have thunk it, the prices are similar.

  • narrowtux

    Better to buy them in america, not?

  • Daniel

    What about the hidden costs? How much tax is embedded in the cost of selling an iPad in Europe? Is it possible that Apple increases the cost because of these taxes? Are there tariffs on imports? What are the transportation costs in comparison to other regions? How much red tape does Apple need to cut through in order to sell iPads in Europe? What about other regions? Do they need to pay more as well? Is the situation in those regions similar to Europe?

  • Oliver Bealby

    I'm not yet fussed enough about iPad to get one. iPhone and MBP do the trick just fine thank you very much.

  • Sandwellmobiles

    We will still pay for it ppl just want the iPad 2 now they are going for over £1000 on eBay right now

  • Miike

    Uk gas 20% vat, other European countries similar.

  • Henrique

    Europe and UK??

    • mactrast

      Yes. They use two different currencies (Euro & Sterling) so that's why we say Europe + UK. Obviously I'm well aware that the UK is in Europe but things are priced differently in both regions so that's we use the distinction.


Cormac Moylan

Cormac is the head honcho behind MacTrast. Based in Cork, Ireland, his first foray into the Apple world was way back in 2006 when he purchased an iMac followed by a Macbook around 4 weeks later. He currently owns a Macbook Pro, iMac, Mac Mini, iPhone 4, iPod Touch, and Apple TV. But he prefers to buy watches. Go figure!