I think they may have priced themselves out of the market - or they are taking a leaf out of Amazon's playbook and have ONE item wildly too expensive to make the others look good.
On the other hand if they get ONE purchase they can all retire 
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Or... if you look at it at the EU style...
815,39 pound for that product... en then you give a 'micro' tip.
Well it is for the Apple ecosystem so I'm not completely surprised. More money than brains sometimes 
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I think this one's margins would make even Apple blush
