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Apple Reveals iPad UK Price & Launch Date

Gordon Kelly


Read about the new iPad Air and iPad mini 2

You've read the iPad review (video review below), listened to us discuss it in the inaugural TrustedReviews podcast and now Apple has finally given us full UK pricing and a nailed on release date.

28 May is the day when we Brits will be able to get one along with the good people of Australia, Canada, France, Germany, Italy, Japan, Spain and Switzerland. As for those UK RRPs, they are as follows and I've put US pricing in brackets with their respective UK conversion rates:

16GB WiFi-only £429 (US: $499 = £339)

32GB WiFi-only £499 (US: $599 = £407)

64GB WiFi-only £599 (US: $699 = £475)

16GB WiFi 3G £529 (US: $629 = £428)

32GB WiFi 3G £599 (US: $729 = £496)

64GB WiFi 3G £699 (US: $829 = £564)

For the record, euro pricing is:

16GB WiFi-only €479 (£413)

32GB WiFi-only €579 (£499)

64GB WiFi-only €679 (£586)

16GB WiFi 3G €579 (£499)

32GB WiFi 3G €679 (£586)

64GB WiFi 3G €779 (£672)

First things first, 'Apple Tax' has indeed been applied with an extra topping of 'Being British Tax' for good measure. It is important to remember US prices are always listed without local taxes, but there is still a major price differentiation which gets ever wider as you go up the range.

In fact with the 16GB WiFi only iPad costing £429 the whole range is already well beyond netbook pricing meaning it doesn't compete with this category of devices at all. Taken to another extreme, the £699 64GB WiFi 3G iPad is more than an entry level HP Envy 14. Strangely for Apple it declined to include a quote from Steve Jobs or any Apple executive in its official announcement.

iPad UK pre-orders start on 10 May and if you were already on the fence where do you sit now?

Update: Orange has become the first UK operator to detail its iPad data plans. The most simple is a "pay monthly for what you use" tariff which is at 5p per megabyte. The others are a £2 daily deal for a 200MB allowance, £7.50 weekly charge for 1GB and two monthly plans: £15 for 3GB or £25 for 10GB, both include free WiFi access at BT Openzone hotspots.


Press Release


May 7, 2010, 7:14 pm

dirty robbing gits


May 7, 2010, 7:21 pm

We all knew the price would be extortionate, but £100 difference for 3g is just over the top imo

meeto 0

May 7, 2010, 7:27 pm

could someone from trusted make an educated guess how much the total cost of tax and shipment charges apple might pay per unit. to what extent is this added profit and apple taking advantage.

Is there a website that informs consumers what cost are levied on goods imported outside the eu? this should be better brought to the nations awareness. If we could get a better understanding of whether we are being conned more consumers might take a stand


May 7, 2010, 7:28 pm

Costs are slightly higher than expected. Agree that a $1 3G chip should not cost £100. I will hang out for the iPad 2 with a camera and other improvements.


May 7, 2010, 7:39 pm

@all - fair points, but remember I do stress in the article that US pricing never includes local taxes. That still doesn't make up for the differences though.


May 7, 2010, 7:48 pm

The Wi-Fi models are just about bang on. Looking at the £429 16Gb unit there's about a £38 difference between the US price + 17.5%. From what I'm told by those I know in sales channels the cost of doing business in the UK versus the US on this sort of thing is roughly 7% more. £38 is about 9% of the total cost so really we're paying maybe, oh, £5 to £10 more than a straight dollar to pound + taxes + expenses should give you. Good enough and really why would they put it out at a less profitible point when they're struggling to keep stocks in anyway?

I actually have very little say in whether I get one as it'll be a birthday present but I think that price is just about affordable so fingers crossed. ;)

Andy C 1

May 7, 2010, 7:58 pm

A lot of money, to be sure. I wish they had tried harder, however. I remember the fiorst iPhone was a rip-off price for everyone at the start.


May 7, 2010, 7:58 pm

As mentioned, I think the pricing compared to the US isnt too bad really, add VAT and its close enough.

The price itself however is massivly overblown tho, according to reports the device only costs about $260 dollars to make:


So its currently making a Apple a load of profit on the iPad. Once the worldwide launches are out of the way (great way of maintaining interest apple) and the market starts to slow Apple will start hacking the price down pretty sharply I would have thought.


May 7, 2010, 8:07 pm

BOFH_UK is right on the money (if you'll pardon the pun). Once you take VAT into account (17.5%) the UK prices aren't that far off US ones. Yes, they do seem high (considering what else you can get for the price) and £100 for 3G does seem excessive, but we are talking Apple here.

There is of course one piece of the puzzle missing here...3G costs. At the moment none of the UK carriers have issued costs for running a 3G iPad and that may well be the kicker with regards cost, if O2 or Orange (the iPhone carriers) do their usual we could end up seeing £35/month 250Mb limit data plans which would blow the whole 3G option costs into serious money.

Although the price is high (and no-one can really say that they were expecting otherwise) there is still that 3G unknown that may well hold things back...unless of course the carriers are going to do a deal, a la the iPhone - 18 month data plan + iPad for reduced cost.

I think that would make the deal a little more palatable. Will I be buying? Only once I know what the 3G options will be.

Andy C 1

May 7, 2010, 8:11 pm

@Stelph You're right. £399 + any import taxes or whatever.

You might also be right in the cost of making the thing. But what about RandD and, dare I say, design. The new chip also has to be paid for as well as, dare I say, marketing. Surely these all have to be factored in, although I apperciate that people don't like paying for design other than clothes, cars etc.


May 7, 2010, 8:25 pm

Conclusion, it's better off to buy one from overseas.

Have it sent as gift, declare the value below the taxable mark and say it's eletrical parts.

Now sell it on ebay to make a profit and buy another one to keep.


May 7, 2010, 8:39 pm

Design costs? It's a big iPod touch


May 7, 2010, 8:42 pm

@ lsavery and everyone who thinks that the 3G data will be a rip off

3 mobile, 1GB of data £5 valid for 30days if you use it all up just buy another 1GB and the 30days start again.

If they dont provide a microsim direct from 3 mobile then you simply get one of there free sims sent to you and cut it down to size ( http://www.johnbenson.net/H... )

and remember that 3 mobiles data can be used for anything including video streaming such as iplayer.


May 7, 2010, 8:46 pm

Nope, these prices are way above what the thing is worth to me. Knock off £90 or so and I'd consider it...


May 7, 2010, 8:48 pm

The Orange iPad price plans are out:


They are pretty decent, and making me reconsider only getting a Wifi iPad.

Sam Wright

May 7, 2010, 9:08 pm

Those prices arent too bad, but bear in mind if youre on a train and download an episode or two of something, thats over 1 gb. Meaning you need to pay at least £15 a month. And I know its been made before, but why not buy a book, and get a nice phone (personally recomend desire) for music and 3g. And get a small laptop. It'll save you money!


May 7, 2010, 9:53 pm

Too rich for me I'm afraid !

I'll wait for v2 which will offer more for the same price or less !


May 7, 2010, 10:54 pm

A word to those considering 3G versus Wi-Fi with a MiFi. You may loose the GPS if you go the MiFi route but you gain something in return. When using a MiFi the iPad will think it's on a WiFi network, not a 3G one. That should mean you can get around any application limitations that prevent certain content from working over 3G if you're using a MiFi.


May 8, 2010, 12:39 am

The Orange price plans are crazy.

You can get an o2 simplicity iPhone SIM for £15pm - ok so you wont use the minutes or texts - but it comes with UNLIMITED data...

all you need to do is cut it to size.

Frankly at those prices I'd be surpised if o2 didnt offer a £7.50pm unlimited data only sim for the iPad...


May 8, 2010, 12:53 am

BOFH_UK is right, I'm curently using a nokia e52 with joikuspot, a program that essentially makes the phone into a mifi, and I use that to hook my iPod touch to he Internet when im out and about. All the benefits of an iPhone and with the benefit that I can leave the iPod touch at home when I go out so I don't break the blinking thing!

And Andy C, fair enough the development does cost a bit, but considering they are making about £200+ an ipad, they've sold a million already and only sold in the US so far, ,the design now won't change for several generations (like the iPhone), the chip willl probably be used in the next l gen iPhone/iPod....

I think they're doing pretty well out of it :-)


May 8, 2010, 1:46 am


17.5% is pushing it since sales tax varies from state to state, with the highest being only 12%. And if you purchase online from a company that does not have a presence in the state, there is no tax added.


May 8, 2010, 1:57 am

@Gordon: you say "there is still a major price differentiation which gets ever wider as you go up the range" but using your own conversion figures, I've added VAT and calculated the mark up and there is no consistent widening as you go up the range:

16GB WiFi-only £429 (US: $499 = £339, £398 incl. VAT, 7.7% mark up)

32GB WiFi-only £499 (US: $599 = £407, £478 incl. VAT, 4.3% mark up)

64GB WiFi-only £599 (US: $699 = £475, £558 incl. VAT, 7.3% mark up)

16GB WiFi+3G £529 (US: $629 = £428, £503 incl. VAT, 5.2% mark up)

32GB WiFi+3G £599 (US: $729 = £496, £583 incl. VAT, 2.8% mark up)

64GB WiFi+3G £699 (US: $829 = £564, £663 incl. VAT, 5.5% mark up)


May 8, 2010, 2:03 am

The price seems reasonable if you factor in import and VAT. The price to have the 16Gb Wifi only version delivered from the US via http://bundlebox.com is £434.28.

Vance Burton

May 8, 2010, 2:13 am

I'm lucky enough to be able to travel back and forth to the US several times a month so I got to play with the iPad already. I was torn between getting one in the US and waiting for one her in the UK. The prices you quote make buying in the UK a sensible option. If you assume 5% sales tax in the US (pretty average, some states are more, some less) AND pay the 17.5% VAT on entry (smuggling isn't an option if the iPad is to go in and out with me regularly) the price differentials are tiny (£9.63, -£4.42, £11.54, £0.37, -£13.67 and £2.28 for the six models from smallest to largest and wifi before 3G). All of those assume today's interbank exchange rate which, of course, nobody will be able to match in practice. Seems like a pretty fair price comparison to me.


May 8, 2010, 4:54 am

@Vance Burton: surely you can claim back the US Sales Tax when departing from the US at the airport? Especially if you intend on declaring it to customs and paying VAT! There might also be UK customs duty due before VAT is added:


If I remember correctly, computer equipment has 0% import duty but who knows what HMRC will classify the iPad as.

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