… and now we can breathe easy. Apple decided to leave its ‘one more thing’ segment out of last night’s event, but that doesn’t mean it didn’t happen.
A quick poke around its website this morning reveals some of the extra announcements it forgot to share on stage: price increases to products in the UK being one of them.
Read More: Everything Apple Announced Last Night
Despite the fact that Tim Cook said the iPhone 7 and iPhone 7 Plus would cost the same amount as their predecessors, they don’t. The 7 is available from Apple for £599 (32GB), £699 (128GB), and £799 (256GB), compared to £539, £619 and £699 for the iPhone 6S when it launched a year ago. That said, Apple’s boosted storage this time around, so it’s kind of got reason for the hikes.
However, a bunch of existing devices and accessories have also been treated to prices rises, including models of the iPad Pro. The 9.7-inch iPad Pro 4G (128GB), for instance, has gone from £719 to £759. Meanwhile, the 12.9-inch iPad Pro (32GB) has gone from £679 to £729.
That’s not all. The Apple Pencil -- the most beloved of Apple products -- has gone from £79 to £99, while consumers are also complaining of price increases for cases.
Blame Brexit if you want (but bear in mind our European neighbours have also been subjected to hikes), blame the Irish tax situation (the company needs to pick up extra cash from somewhere), blame whatever makes you feel less annoyed. Don't blame Apple though, it's being courageous.