Apple TV cost difference between UK and USA

Hi
Can someone tell me why the Apple TV in the UK is £99 and in the US it is $99, either the US are underpaying or as I suspect the UK is over paying.
Thanks

No we can't.
However, you need to remember that our cost includes VAT, whilst the US prices will have taxes added. It doesn't make up the difference, but the discrepancy isn't as much as the base prices suggest.

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