Originally Posted by Kumabjorn
Even if they sell for £499, that is not what Apple charges for it. The operator puts on a nice margin for themselves. But yes, they have a nice profit margin for Apple, while still going like hotcakes.
Actually, margins for resellers are extremely low on Apple products, which is why they almost never go on sale. The whole ecosystem of i-accessories is what they earn most of their money on.
Apple on the other hand, has around 50% margins on their products.