I’ve seen the price compared to the original iPhone but that was only £600, twice the cost of an Xbox 360 in 2007 and available on a monthly subsidy from O2.

£4000 (the expected UK price going by Apples current exchange rates) is ten times the cost of an Xbox Series X console and not subsidised.

The iPhone 3G got the price down to £300 for the second generation by swapping the aluminium for plastic in the chassis. I hope we get a 2nd get AVP that does the same thing and strips out the glass exterior, external display and 3D cameras to halve the price.

Then we are talking.