Originally posted by mitchja
Are Apple not aware of how popular PAYG is in the UK [:?]
They are, but what's in it for them? Aside from the margin on the device itself? They get a healthy cut of all subscriber spend from the contract and want the big spenders. I don't think the average PAYG customer would spend £270 on a handset anyway.
I'm not seen any breakdown in cost, but I'm guessing Apple aren't making huge margins on the device alone, but factored in with the 18-month min contract and say at least 10% cut, then there is a healthy cut to be made. Would make some sense with the US, at the original pricepoint of $600 they were probably making a good margin on the device, but by doing their maths and dropping the margin down and topping it up with subscriber spend they ahve a far more compelling sale.