Why does the Nexus cost more in UK and Europe?

by: NiraveOctober 1, 2015
1K
nexus 6p vs nexus 6 quick look aa (2 of 18)

Buying a smartphone free of a contract can often be very expensive and sometimes, the location you’re buying it in can result in you paying even more for that handset.

A couple of days ago, Google announced its new Nexus handsets and with it, brought a key issue to the forefront of the market; the price. If you’re buying your new Nexus in Europe or the UK, you may end up paying over 40% more for the same handset than those buying in the US, but why is tech more expensive in the UK and Europe versus the same prices in the USA?

The Nexus pricing

To add some context to this topic, let’s take a look at the pricing for Google’s new Nexus 5X and Nexus 6P in the USA and how it compares to selected European countries (you can sort this table and it will display according to the US equivalent price). (Data originally compiled by Android Police):

RegionNexus 5X
16GB
Nexus 5X
32GB
Nexus 6P
32GB
Nexus 6P
64GB
Nexus 6P
128GB
United States
(USD)
$379$429$499$549$649
Eurozone (EUR)
excluding Italy
$535
(€479)
+41%
$591
(€529)
+38%
$724
(€649)
+45%
$780
(€699)
+42%
$892
(€799)
+37%
Italy
(EUR)
$535
(€479)
+41%
$591
(€529)
+38%
$780
(€699)
+56%
$836
(€749)
+52%
$948
(€849)
+46%
Denmark
(DKK)
$537
(kr.3590)
+42%
$596
(kr.3990)
+39%
$732
(kr.4899)
+47%
$792
(kr.5299)
+44%
$897
(kr.5999)
+38%
Sweden
(SEK)
$535
(kr4490)
+41%
$583
(kr4890)
+36%
$715
(kr5999)
+43%
$775
(kr6499)
+41%
$882
(kr7399)
+36%
Norway
(NOK)
$493
(kr4190)
+35%
$552
(kr4690)
+29%
$681
(kr5790)
+36%
$728
(kr6190)
+33%
$834
(kr7090)
+29%
Switzerland
(CHF)
$510
(Fr.499)
+35%
$562
(Fr.549)
+31%
$664
(Fr.649)
+33%
$716
(Fr.699)
+30%
$818
(Fr.799)
+26%
United Kingdom
(GBP)
$513
(£339)
+35%
$573
(£379)
+34%
$679
(£449)
+36%
$755
(£499)
+38%
$876
(£579)
+35%

As you can see, the pricing is rather affordable in the US but as you move East towards Europe, the price rises exponentially. In the UK, the Nexus devices are approximately 34-36% higher than the US dollar equivalent while in Europe, the costs can rise by over 50% in some countries.

So why does tech cost so much more outside the USA? Here’s just a few of the reasons that can have an impact on the overall price you pay for your handset.

Exchange Rates

Exchange rates play a very large part in the overall cost you pay for your handset and as a particular currency weakens or strengthens, the cost also makes a large difference.

In the case of the Euro, a year can make a large difference. A year ago, the Euro was a lot closer to the Pound and now, it’s almost identical to the US dollar. As an example, a year ago 1 Euro was worth 1.299 US dollars, while now it is worth 1.115 US dollars. The 16 percent drop in the value means the equivalent handset pricing has risen by roughly the same amount to account for the weaker currency.

While this is certainly true of the Euro, it also explains why the UK pricing is almost the same a year later. The Pound and the Dollar have been pegged at a very similar rate over the past year and while the Dollar has grown a little stronger – a year ago, 1 GBP was worth 1.514 USD while now it is worth 1.51246 – the rate is still similar to how it was last year.

With the UK especially, there are a lot of other factors that impact the overall cost of a handset, so let’s take a look at some of the other reasons you’ll pay more for your handset on this side of the pond.

tax
IBtimes

Taxes

Taxes, taxes, taxes; who needs them – apart from the government and those who need relief/benefits that is!

A key thing that I’ve been caught out on before is taxes when buying an item in the USA; as every state can charge their own tax rate (and some don’t charge any tax at all), most – if not all – items you buy show the pre-tax price. Once you enter your ZIP code, the shopping cart will then update with the final price including all taxes and subsidies.

In comparison, when you buy a handset in the UK or Europe, the price listed almost always includes the tax, which can be 20 percent or more depending on the country you’re buying in. For companies aiming to import their devices for sale in a particular country, a key barrier can be the fact that before any of the other associated costs are included (see below), taxes will be levied by the respective government.

At least in the UK, there’s no way to buy without paying the relevant taxes (including most of the times when importing from abroad) and as I discovered on a trip to New York a couple of years ago, 4 percent sales tax on an $800 item can increase the cost by quite a large amount.

Distribution and other costs

distribution-center

A lesser known element to pricing is the distribution channels, cost structures and tariffs, which all vary from country to country and, at least in the UK, can make up a significant part of the overall price you pay.

For those that aren’t sure on how the process works, let us try and explain; a company is more than welcome to introduce a new handset into the market and attempt to sell directly to consumers but what happens when someone actually buys one? Without a distribution warehouse to ship the handset, the customer won’t receive their phone and without a customer service infrastructure, there’s no one for customers to contact when something goes wrong.

That’s one side to distribution but there’s also the other side of distribution; partners. With the new Nexus devices, you’re able to either buy them directly from Google or pick one up on a post-paid plan from one of the carriers here. When dealing with carriers, the overall price of a handset – either on a post-paid or outright – includes the carrier’s and Google’s percentage of revenue, the costs of distribution and any other marketing and sales-related activities.

Marketing is also another key factor that will impact on the overall cost you pay for your handset; as the cost of marketing activities such as TV exposure, billboards, newspaper ads and more vary according to each country and the market position in that country, the overall cost of marketing can be a key factor behind the difference in the overall cost of a particular handset.

import-export

Should you import from the USA to the UK (or Europe)?

With all of these factors in mind, should you import a handset from the USA to either the UK or Europe? Or once all the various costs of importing are included, would you be better off buying from your local market?

Let’s remind ourselves of the Nexus pricing in the USA and UK but this time, we’ve added the state taxes you’re likely to pay in five selected states (New York, Florida, Nevada, California, Oregon):

RegionNexus 5X
16GB
Nexus 5X
32GB
Nexus 6P
32GB
Nexus 6P
64GB
Nexus 6P
128GB
US pre-tax
(USD)
$379$429$499$549$649
New York
State Sales Tax: 4%
$394$446$519$571$675
Florida
State Sales Tax: 6%
$402$455$529$582$688
Nevada
State Sales Tax: 6.85%
$405$458$533$587$693
California
State Sales Tax: 7.5%
$407$461$536$590$698
Oregon
State Sales Tax: 0%
$379$429$499$549$649
United Kingdom
Value Added Tax: 20%
$513
(£339)
$573
(£379)
$679
(£449)
$755
(£499)
$876
(£579)

Now let’s consider the various costs of importing a handset into the UK; the cost of delivery (which we’ve estimated as $30 including insurance for relatively speedy delivery), the taxes (20% on the item price including delivery) and the charge applied by a courier when an item is intercepted by customs (which varies by courier but averages to around $15).

With all these costs of importing in mind, now let’s take a look at the same table, with the five popular locations, but add the estimated cost of importing into the UK, if you were to choose a shipping service from that location.

Region:Nexus 5X
16GB
Nexus 5X
32GB
Nexus 6P
32GB
Nexus 6P
64GB
Nexus 6P
128GB
United States (pre-tax):$379$429$499$549$649
New York
(State Sales Tax: 4%)
$524
(£346)
$586
(£387)
$674
(£445)
$736
(£486)
$861
(£569)
Florida
(State Sales Tax: 6%)
$533
(£352)
$597
(£394)
$686
(£453)
$749
(£495)
$877
(£579)
Nevada
(State Sales Tax: 6.85%)
$537
(£355)
$601
(£397)
$691
(£456)
$755
(£499)
$883
(£583)
California
(State Sales Tax: 7.5%)
$539
(£356)
$604
(£399)
$694
(£458)
$759
(£501)
$889
(£587)
Oregon
(State Sales Tax: 0%)
$506
(£334)
$566
(£374)
$650
(£429)
$710
(£469)
$830
(£548)
United Kingdom
Value Added Tax: 20%
$513
(£339)
$573
(£379)
$679
(£449)
$755
(£499)
$876
(£579)

There you have it – just some of the reasons that the cost of a phone varies according to different countries and whether it’s worth importing or buying locally. Importing the new Nexus handsets from the USA into the UK or Europe also means you won’t have access to all the network bands that the international model has, but this is the same with importing most phones.

What do you think? Would you buy the Nexus 5X or Nexus 6P (or another flagship) from the USA and import to the UK or Europe? Personally, I would probably buy it locally, as the savings are minimal at best and require you to find a shipping service that will deliver to the UK (at least in my case, I’m yet to find one!) But what do you think? Do you have insight into other factors that you feel impact on the overall price that we’ve missed out? Let us know your views in the comments below guys!

  • Tony G.

    Well that’s a shame.

  • powder366

    Id like to get 6P now. How would you go about order it from US/UK living in Europe?

    • Juschan

      where do you live ? i would like to do the same haha

  • Flubber

    Rip off Britain

    • somedude

      we always get shafted in this country either through incomprehensible money conversions or tax , you are always better to wait months before buying so stuff trickles in

    • Fraught

      Literally every other country in Europe is ripped off more, if you seriously don’t comprehend numbers over 99. ‘sides, you think countries like ITALY (where it seems to be the absolute most expensive) have more purchasing power than the UK…?

      You guys should be happy you just get an 8-inch strap-on pounding you. The rest of Europe will have to cry through this 12-incher.

  • Daggett Beaver

    Regardless of the overall price, all you get for it is a Nexus.

    • Juschan

      thats the issue for me i want to experience this stock android feel and thats why i will have to bite the bullet

  • Mike Bastable

    The article ignored the fact that other companies ARE able to offer their handsets globally at reasonable prices with small differences bit nowhere near the mark up Google has….
    Nexus is irrelevant in Europe because of this. Europeans should regard the Moto phones as Nexus and purchase accordingly.

    • You know, that’s a very good point. We’ll look into it and see if it can be added to another feature.

    • Kk

      My thoughts exactly! This article is sponsored by google or what?

    • Fil

      Yup, Google is not having my money. I don’t support this shitty biased pricing system.

      • elijahblake

        so you’re not going to buy an Android?

        • Fil

          Already have an Android phone. Was looking to upgrade to a Nexus before Google screwed us over…

    • bimsebasse

      Getting a Nexus used to be a no-brainer for me, now I gotta look elsewhere for the upgrade to my Nexus 5. Hope both the new Nexus phones flop in Europe.

      • shishimaru

        Same for me. Honestly, I can’t find anything interesting. I don’t care in more RAM or better CPU as my Nexus 5 has been fast enough in these 2 years. Fingerprint, USB type C, Android Sensor Hub and better camera (and good warranty method) were something great for me. But not at that price. I’m not an Apple-like customer.

    • Steven Lowe

      The moto phones are priced similarly to the Nexuses.. Far cheaper in the US (hence I’m avoiding the Pure)

    • Cakefish

      Except:

      Moto G 2015 US $180
      Moto G 2015 UK £180

      Motorola has fallen to the dark side too :(

      • Fraught

        …ugh, get out. Do you realize the Nexus 6P’s 128 GB version costs 649 DOLLARS, and the Nexus 6P’s 32 GB version (i.e. the most basic one) in Europe, costs 649 EUROS?

        The basic version in Europe costs more than the best version of the same phone in the U.S.. The Moto G just changing the dollar sign for the pound sign isn’t NEARLY as big of an absolute rip-off. A rip-off, absolutely, and I despise people just changing the dollar sign to the other currency, but Google rips people off twice as much: change the dollar sign to the euro, and give them the basic one instead of the 128 GB version.

        HURR DURR. Someone at Google needs to be prosecuted because of this. They’re trolling people, and in the process more or less just STEALING about 250 euros out of the pockets of every European who buys this phone (and yes, I know, it’s their product, and we have full choice whether we want to buy it or not, so I know there’s no legal basis to actually sue them, but y’know…it’s still absolutely disgusting).

        Also, my point was that Motorola, while kind of iffy, is not nearly as bad as this nigh-fiasco.

        • halflings

          Just changing dollars to pounds with a 1:1 rate is an increase of 54% in the price (1 pound = 1.54 dollars) … so, yeah, it’s pretty much a *HUGE* rip-off.

    • MSi_GS70

      Well why when I buy stuff from aliexpress (china) there are no taxes or custom charges!?!? etc..
      I pay only what seller asks..!
      Only from fkin usa or fkin uk are biggest ripoff countries, greedy bstrds only what they see is the money.. !!

    • Fil

      Also Apple are guilty of this in the UK. They literally convert USD to GBP 1:1 -_-

  • I’ve recently imported an nvidia shield tv to europe – it cost a bit more but seeing prices now for the european market, it wasn’t that expensive. Amazon happily delivered from the US to Europe.

  • Julian Andres Klode

    The price makes a lot of sense. When the prices were 1:1, 1 EUR was worth 1.4 USD (Q1/2014). 379 USD were 270€ (now they are 340€), adding VAT gives 324€ (now: 408€). Assuming they wanted 379€ that leaves 55€ or 17% for accounting for stronger customer protection and regulation.

    Now, with 408€ that would be 70€. So, you reach a Euro price of 479€.

  • paulf1

    I’m paying £449 for the 6p it’s free shipping at time of purchase but it’s down as being sent from Ireland Googles tax haven.. There’s been some things in the news about Google and apple using other country’s like Ireland to get cheaper taxes and our government are not happy about it..

    • Julian Andres Klode

      If they are not happy, they should fix the holes in their laws. Paying more taxes than you’re legally required to do is not in the stock holders, company, or even their employees interests.

  • Daggett Beaver

    When you think price, consider this: Google pegged the BS meter when it said the 808 is too underpowered to do video EIS on the 5X, which is why the 5X doesn’t do video stabilization.

    And now the LG V10 is released with the 808 and it has EIS for video. So — do you want to pay for Google’s BS, or for a phone made by a company that does what Google said is impossible?

    • abqnm

      The SoC is more than just the primary cores though. Google may be relying entirely on the ISP (image signal processor) to handle image stabilization, and considering the ISP in the two packages is different, it’s conceivable as to why this may pose limitations on the use of EIS.

  • James Mansell

    You also need to consider warranty when importing.

  • dafuq

    It’s like the UK wasn’t in Europe ?

    • somedude

      wont be much longer !

      • Juschan

        hahaha lets see how long they can make it without the money of the EZB

    • shishimaru

      Not in the Euro-zone :)

  • mark2410

    because google simply dont give a F. same reason they price Play music at US9.99, 9.99 euros or £9.99.

    • Julian Andres Klode

      That’s more fair for € payers. $9.99 + about 20% VAT is more than 10 eurors. For GBP payers, not so much, it should be 8 pounds there. But then again, the music licenses need to be negiotated per region, and each region has different prices, so it’s not that simple.

  • dafuq

    In the Socialist European Union țhey collect taxes to spend 900,000,000,000 Euros on fighting the global warming.
    Congratz!

    • Juschan

      better they collect taxes high as f**k to gift 223.000.000.000 to greece i guess at their land prices the ecb and imf would have gotten something twice as big as greece

      • dafuq

        Greece owe a lot of money to Germany and France so Merkel and Hollande won’t let it just bankrupt. They will fill Greek bottomless pocket from the ECB funds and will let it bankrupt when it gives back German cash.

        • Juschan

          wie soll das jemals passieren ? haha ich glaub nicht das Griechenland in den nächsten 50 Jahren diese Schulden abbauen könnte

  • d3ac0n

    “What do you think? Would you buy the Nexus 5X or Nexus 6P (or another flagship) from the USA and import to the UK or Europe? ”
    How about no buying it period, because Google want to subsidize US sales with European prices?

  • viktor

    Naw is all cleare why in Euro are price so much higer than in USA… Of course I’ll by it from some local store in Europe

  • Alessandro

    If this is true.. why then the Nexus 4 and the Nexus 5 both had a rate change of 1:1? They costed respectively 299/349$ and 299/349€ in Europe for the Nexus 4 and 349/399$ and 349/399€ for the Nexus 5! Where were then your shipping cost Google? You made us Nexus fans here in Europe very disappointed!

    • Gustavo

      He already pointed out that in the article. Euro used to be valued more than now, so that would compensate for the higher costs. Now euro is worth much less, and it’s near the exchange rate from dollar, so that needs to be compensated with a higher price. So blame your country or EU for it, not Google.

      • Matarese

        It’s still valued higher than the dollar while it does count for a little it doesn’t account for the ridiculous mark up. Nor does VAT a count for the difference either. The 128gb Nexus 6p in Ireland they are charging the equivalent of $900!

        • Gustavo

          Well, yeah. I’m only speculating. US has very low overall cost in shipping, stocking, etc. EU has usually much higher costs, that can explain.

    • Juschan

      the f i don’t care so much about the little higher price tag but what really pisses me of is that second row ordering date germany got. man i wanted to get the phone asap specially because my iPhone did break haha

  • sergejsbabikovs

    Friend in NY->Travel to EU (Latvia). Thats how I got Moto 360 for 130 Euros.

  • abqnm

    There is another cost that is tied to the European market. Warranty. In the US and most countries, a 1-year warranty is standard. In much of the EU, however, manufacturers are required to offer a 2-year warranty, which will increase costs in that market.

    • Julian Andres Klode

      That’s wrong. Vendors don’t have to do anything. *Sellers* have to guarantee that the device is OK and replace or fix it within the first 24 months if it breaks down due to material issues or such. After 6 months, consumers have to proof that they did not cause the problem.

      • abqnm

        In this case though Google is both. So it is a concern for Google to deal with.

        • Julian Andres Klode

          that’s true.

      • fonix232

        Actually, no. In most cases, the seller and the manufacturer go into an agreement where the seller does 1y warranty and the manufacturer another. That way they comply with EU laws, and both of them get screwed only a bit.

        • Julian Andres Klode

          Warranty does not have anything to do with the law and might be provided, optionally, by a manufacturer. Most products do have 1 year guarantee, but that’s not guaranteed.

          If it has, you obviously have the choice in the first year to cover things by warranty or by seller’s guarantee. Usually, doing it by the latter is the better way.

          • fonix232

            And that’s where you’re totally wrong. It was my mistake to call it “warranty”, as it is a guarantee by the EU laws that your right for a fault-free, as-advertised product is kept (http://europa.eu/youreurope/citizens/shopping/shopping-abroad/guarantees/index_en.htm). Warranty is over that, and often given by the manufacturer. So basically what most sellers in electronics do is to have one year covered by them, and one year covered by the manufacturer, shall any issue arise. But the point is, for a MINIMUM of two years, for any kind of issue that is not caused by the buyer, the seller is responsible to fix or replace the sold item.

            They don’t have the “option”, they are LEGALLY OBLIGED. If you’re a legal entity (company) selling an item within EU borders, you’re legally required to provide the 2yrs guarantee. It can not be negatively modified (shortened, effects lessened, etc.), and can only be appended with extra services and/or guarantee time.

          • Julian Andres Klode

            We’re basically saying almost the same thing.

            The seller’s guarantee, as some people call it, is a seller’s guarantee. I’m not aware of sellers making deals with manufactureres to split up that burden. But that’s none of my business anyway.

            The warranty, the non legally required service offered by a manufacturer, is optional. That’s what I meant. Maybe the distinction was not clear enough.

            So, if my new Beyerdynamic DT880 broke I can choose to tell my seller and let them deal with it under the seller’s guarantee, or I can go directly to Beyerdynamic and let them repair it, as part of their two year warranty.

  • Flávio Moreira

    I was really hoping to buy the Nexus 6p but with that price is just a waste of money. 700€ for the 64Gb version, that’s 200€ more than the minimum wage on my country (Portugal) and it’s 58% of my monthly income.
    For that same prime I can buy a Oneplus Two AND a Oneplus One!! Even though the Nexus is better, it’s not 300€ better.
    I’m going with the Oneplus Two.

  • Major_Pita

    I hope the price is higher in Euro zone to cover the legal costs for the (mostly) dumb-ass French ‘right to be forgotten’ bull shit as well as the other half-wit regulatory crap flung at Google to see if it sticks…

    • Lukas Schagerström

      Yeah yeah go enjoy your NSA ”dumb-ass” American ”bull shit”.
      I thought Googles nexus line was supposed to be value for money?

  • Alicemad

    That’s complete bull****t. Nonsense and bias. All other companies sell their phones with way smaller difference in price between US and EU. I suspect Huawei and LG demanded this to make more profit. The other OEM’s do not like the Nexus program. It’s competing with them directly especially when it was priced so aggressively like the N4 and N5. They made Nexus phones more expensive for a few reasons. The OEMs who took the Nexus contract wanted to make those phones for profit. The profit was really small when they sold it at so low price. Then when you increase the price the Nexus is not so attractive as it was before and thus not “stealing” sales from Samsung LG etc. This also allowed them to make more premium and quality Nexus phones which can be pleasant for the Nexus fans who don’t have a problem with the price. The EU prices are totally a ripoff this time though. The difference is very big and unjustified. They did it for more profit that’s all.

    • vangeodee

      Funny, you call it complete bull, nonsense and bias when the writer posted arguably valid reasons and made comparison tables to show why the price is significantly different.

      All you did was rant and rant without any shred of meaningful evidence.

      Besides, don’t get your feathers riled up, there are still markets in the world where the Nexus devices aren’t readily available and it costs almost double (yes, almost x2) the US price. I remember, when the Nexus 4 came out with $349 for the 16gb model, it arrived here 2 months later carrying a price tag of almost $650 USD equivalent.

  • Rod

    Dont forget also some manufacturers..read Samsung especially…will NOT honour warranties in other countries. I purchased a Note 4 in Thailand which failed to switch on after 3 weeks..known fault…all Samsung Europe would do was tell me to take it back to Thailand.

    • somedude

      there is a simple way around that , go buy one in this country then return the faulty one a few hours later and get a refund from the store you bought it from :)

      • Rod

        Yep thought of that..they could tell it was bought outside EU by tbe codes inside.

  • How come a small company like OnePlus can keep all their prices almost the same, and Google can’t?

    • Juschan

      it is insane how cheap the one plus is im really curious on how they can offer it on these low prices

      • OP is not cheapest cell phone in china,there are tooooo much high performance-price ratio devices,such as Xiaomi/Meizu/Smartisan/ZTE/Coolpad,etc.

        • Juschan

          yeah well idk but i would never buy a phone made by xiaomi :D i turned away from the iPhone so i won´t buy a copy – Android version of it haha

          • MIUI is a copy of iPhone?if u said FlyMe,i would agree.

      • Simon S.

        Because Mobile Tech is cheap as hell and most US / EU companies simply rip-off customers nowadays simply by selling their name stamp with ridiculus margins? Funnily it ‘s not the stores that get this money – but the manufacturers. So not even the shops can avoid high pricing even if they buy in large amounts (as in almost no pricecuts) and have to forward it to the customers.

        The only reason you’ll find these phones for cheaper is if they’re >± 1 year old and not that expensive anymore (basically only some brands are doing it and Google and Apple simply stops selling the old ones by then) or are refurbished by sellers that sell it as “New” while they aren’t remotely new.

        My next devices will more honest, smaller Brands that don’t do such shit (until they get big and do the same shit).

  • fonix232

    What this article fails to realize is that while shipping the phones ONE BY ONE would indeed cost this amount, Google does not do that. They ship a large batch, with some tax exemption (EU gives a quite gracious tax rate lowering if you’re a big company planning on distributing a high volume of products), save on shipping (which can go down to less than 1€ per phone), and so on. So in total, the ACTUALLY acceptable cost for Google to sell the phones in the EU would be around 15% (usually phone manufacturers that have direct stores in EU sell the device around 10-15% more than in the US).

    What Google is doing here is simply screwing over their customers in the EU. And guess what, when Huawei brings the Nexus 6P to the market (like the previous Nexus manufacturers did, without the Google branding, e.g. Nexus 5 was sold directly by LG), their prices will be a LOT more competitive.

    • Juschan

      well i don’t think you could compare it anyway because i guess the price difference between shipping to germany or usa from japan does´t do much of a difference and the 19% tax (Mehrwertssteuer) is something they could probably recalculate in their price.. i would understand that. But wait… the Euro is more worth than the dollar so they should rethink on that too even if it lost some in the last year. If you take a closer look its quit possible it will not lose more in 2016.

  • Its not just the nexus everything is f..g expensive here in Europe. In the country i live we have to order pc hardware from Germany because of the insane prices :@

    • Juschan

      where do you live ? i am from germany and i thought here we would have the peek in terms of pricing ?:D

      • I’ll just say its like a Banana republic :O

        for example CPU’s here are like 40-50€ more than in Germany

        • Juschan

          well would you also have benefits if you buy something like a phone in gremany?

          • Moto G – 8GB/4G is 190 here while u can get it in Germany for as low as 140

        • Juschan

          *germany haha

        • dafuq

          Banana republic? You mean German’s ball sucker – Poland?

          XDDD

  • minhnodda

    Like one off the guys at MS says : ‘Deal with it’. If its too expense for yall, don’t buy. By the way its Android silver line,not Nexus line anymore. So grab you hard earned cash and buy the premium just like Apple, Samsung.

  • shishimaru

    I tried to import a N5X yesterday.

    It was 379 dollars, then it came out that I had to pay US taxes. Total: let’s say 460, more or less. It’s 410 euros. Then I had to find a service that would ship the package to me here in EU. I don’t know the price, but I’m afraid it would be a lot. In the end, the price is almost the same, but with no EU warranty. Better buy local. Well, actually I won’t buy at all.

    I gave my old Nexus 5 away because I was absolutely sure that Nexus 5X would cost approximately €400. Today, I regret it as I can’t find a better phone with a good price/quality ratio. I don’t care of more RAM or better CPU when Nexus 5 is fast enough for daily use, especially if I *never* had a single lag in two years. Now you can import good phones like XIaomi for low price here and they’re good enough to use it as a daily driver, so no need to spend a lot of money for speed. Same goes for Motorola Moto G and so on.

    The only way to sell an Android phone at a higher price is to give particular things. What I like in Nexus 5X are the sensors (fingerprint, camera, and so on) and the good “quality” of the warranty. I had a factory problem with my N5 back in May and they sent me another N5, then I sent them mine. Simple and clean. All of this reminds me of Apple’s iPhones. But am I OK with buying at ridicolous prices even if I feel good with the company? Nope. Probably I’ll just get an used Nexus 5 again and amen.

    Seems that Nexus 5X and 6P will be sold in local stores too. I’m not sure if this is a good thing for prices to go lower or not. I’m also hoping that some will be able to get Nexii for cheap and sell them here at an even cheaper price. Thing is, buying the phone in local stores doesn’t give us the same warranty as Google. So yeah, we’re all screwed.

  • King_Android

    Wow just had an argument yesterday about this exact same thing. And I listed each and every single reason that is listed in this article. But yet he just didnt seem to get it. Its basic economics people. Ex rate are extremely shaky currently. Logistics, etc. There are tons of things that go into pricing. Befriend someone in the states to see if they will ship you one. I might be available ;)

  • Manoob

    Can get a note5 for a little more… that’s better than nexus. .. I think Google just doing what every other company does.. screw Europeans. ..

  • shredzone

    This is what I just did: I picked the 32 GB models of LG G4, Samsung Galaxy S6 and HTC One M9 at amazon.com, amazon.co.uk and amazon.de. I always selected Amazon as seller, and converted all prices to EUR at the current exchange rates. The result: G4 is about 10% cheaper both in uk and de. S6 about 15% more expensive in uk and de. M9 16% more expensive in uk, 10% cheaper in de. So after exchange rate conversion, the prices are more or less the same. I would even accept +20% as the US prices are without VAT, but uk and de include VAT.

    For me, it proves that Google’s 40% surcharge is not “just taxes and imports”…

  • James Mercer

    Lets not forget that all pre orders in the US also get $50 worth of play store credit which no one else gets.

  • dafuq

    “There is only one way to kill capitalism – by taxes, taxes, and more taxes”
    – Karl Marx

    That’s why I hate socialists. They take cash from those who work by TAXES, TAXES and TAXES and they give it to loafers.

    Socialism should be delegalised and all of socialists put in the prision.

  • Andy

    It’s not just Europe they’re ripping off – it’s the whole world outside of the US. Prices in Australia are 25-35% higher after taking into account taxes and FX (Australia GST is 10%, very similar to most US states).

    I was really looking forward to updating my N5 but I refuse now because of this blatant price gouging.

    To add insult to injury, why do US customer also get $50 Play store credit? We have the Play store in Australia and Europe too and I can think of no conceivable reason not to provide the same offer.

    May I remind you that these phones are manufactured in ASIA (China or Korea). So the distribution costs argument is bull. The cost of getting the phone to Australia is LESS than getting the phone to US/Europe. And certainly the costs of getting the phone to Europe is no more than getting it to the US.

    Google no longer lives by the “do no evil” mantra. They’re just another M$ or Apple now and I’ll spend my money elsewhere.

    • Jarouš

      Don’t be evil is no longer their motto. They´ve changed it to “”Do the right thing” when they moved under Alphabet. So now they can be evil, as long they can justify it :-)

    • C Lo

      Australia has an insane amount of regulation on tech equipment, especially imports. Their entire financial system is meant to provide domestic incentives while making it extremely difficult for foreign companies to do business. Two words: Five Pillars. You have your own government to blame for that.

  • Alexander Wuttke

    The UK and Europe are not two countries. The UK is part of Europe…

    • British don’t think so.

    • C Lo

      And Europe is not a country, it is a continent. SMH

  • Antonis Stylianou

    With this pricing, there is no option for me to use an android phone or android anymore. Non nexus phones are slowww as hell. With android if a company produces hardware, then older phones get mistreated in the software by not receiving updates (even security updates)

    For example if I compare my nexus4 (2012), with to my galaxyS4(2013) to my motog(2014) for daily use, then nexus4 is faster than all the other phones. Yes when you restore all the phones to the original state they will work very well but use them for 5-6 moths and they become very slow. Even Moto G that runs a more pure version of android is unusable sometimes. I reach at apoint where I use my older nexus 4 because the other phones became very slow over time.

    The pricing that new nexuses is 100 euros less than their iphone counterpart and iphones do not affected by slowing overtime. Also apple has a authorised repair center in most european countries.

    Also Windows phones are much cheaper and perform well. I have tried iphone in the past but I do not like the apple eccosystem maybe is time to try a windows phone

    • Andrei Dragan

      What have you smoked? The all android phones are slow smells like an ios user…

    • Fraught

      What are you even talking about…? Samsung flagships are faster than the Nexus 6P, and if you have even the tiniest of peabrains, you can use tutorials to root your Samsung and flash AOSP on it, so there won’t be any of the Samsung bloatware. Nexus phones are in no way special in terms of speed, and that’s the beauty with Android: there’s CHOICE.

      Also, 100 euros less than their iPhone counterpart? In Europe, the most expensive Nexus 6P is 799 euros, which has 128 GB of memory. On the UK version of apple.com, the 128 GB iPhone 6S Plus costs 789 pounds. Hey, idiot, how many euros do you think 789 pounds is? It’s 1074 euros roughly (according to Google), which is, umm…about 250 euros more than 799 euros.

      And okay, fair enough, “the UK is more expensive” yadda yadda, whatever stupid horseshit you’ll feed me to defend yourself. Most European sites don’t even LET you order the iPhone 6S Plus yet (yeah, it’s “coming on 9.10” in Europe, despite the fact I see useless vlogging waste-of-society trash make vlogs about how they wait at their door and have an iPhone 6S Plus delivered to them alread), but let’s try to find another European version that lets you buy it, in euros. France? Let’s see.

      Oh hey, guess what? It’s 1079 euros on France’s Apple site.

      Now, fair enough, you didn’t say you want an iPhone, but saying it’s “100 euros less than their iPhone counterpart” is pretty incorrect. It’s more like 250 euros less, and that’s just because Google is smoking SOME kind of mind-blowing kush to think it’s okay to mark up the price like this. Also, that’s why Apple can afford to have authorized repair centres in most European countries. First off, it’s just one company managing its repair centres, while Android has dozens of manufacturers, and they overcharge for their shitty phones so much (oh hey, iPhone 6S, a flagship phone that JUST came out has a 740p screen? WHAAAAAAAAAAAAAAA).

      Windows Phones are aight though. A friend of mine has one, and it looks nice. Go for it, if you like it. God knows with Apple and Google both being so retardedly unfair towards Europe (and Apple towards the whole world), it’s a good idea to try other stuff, like Windows Phone.

  • Andrei Dragan

    Their parity has always been 1$=1€ when they were talking about electronic goods…

  • MSi_GS70

    One good advice ; F**k it and wait till christmas the prices will go down espec. on ebaY
    DON’T let greedy crafy cunts governments to rip u off!!

  • Kapteinstein

    Compared to other phones the Nexus is reasonably priced in Norway. Can’t compare to us prices as the income is way way higher in Norway. If we take average income into account, the Nexus is cheaper than in the US.

  • Anonymouse

    I bought the Nexus 6P 128GB at £579, it’s expensive but then which phone isn’t? Like the prices of phones in other countries? Then move. Don’t want to move then save up and buy it. Quit your bitching and moaning. If you don’t like the price – don’t buy it.

  • kaibosh

    This ‘article’ is a complete farce. This is price gouging, pure and simple. Notice how Canada wasn’t included in the comparison, don’t worry we are getting gouged up the ass too. The price differences are beyond ridiculous *after* you take into account currency exchange, VAT/taxes, distribution costs, etc, etc, etc. There is NO excuse for what is happening here. These phones are built in China and should cost the same no matter where they are sold. Gee, somehow Google was able to sell Nexus products in other countries fairly before this, how could that be?

    • BinRaleigh

      You forget the US government collects ZERO taxes on products coming into the country. Each state collects taxes upon sale to the end-user. The central government gets nothing.

      So everything else being a wash the lack of an import tax in the US results in a lower price. If you back out 14% (England’s 20% less the US State’s average sales tax of 6%) from the sales tax, the European phones are still over priced, but not as badly.

  • Goran

    Problem with Nexus phones is :for Google they are just ads and message to customers WE LOVE YOU, GOOGLE IS THE BEST. They dont really care for sale. But this year is the worst. Most compromizes on 5x and SD 810 in 6p. So we should return them a message. YOU DONT REALLY CARE FOR US, PARTICULARY EUROPEANS, AND NO THNX FOR THIS YEAR OFFER.
    Better save HTC and others who strugle in android world.

  • Jarouš

    Don’t be evil is no longer motto of Google. They´ve changed it to “”Do the right thing” when they moved under Alphabet. So now they can be evil, as long they can justify it :-)

  • Singkawang

    Dear Nirave Gondhia,

    Nice article, BUT WRONG MATH. Allow me to help.

    I work in a company that sell product in the local country, and overseas country through other company.

    Let say, the product sold at US$500 in the local country. That’s already including the TAX & FUTURE support.

    If I sell it to other company to be resell in other country, this is the math:
    1. I substract the advertising cost. Because in that foreign country, the other company will do the advertisement, not my company.
    2. I susbtract the TAX in local country.
    3. I substract the distribution and other cost
    4. I susbtract the ‘commision’ / ‘profit’.

    So, that $500 product my company sold in my country, could be sold at (FOR EXAMPLE) US$ 250 to a company overseas, and they will sell it at $500 in the market.
    1. Assuming that that company will spend US$50 (/product) for advertising, (usually we will have a contract about how much advertising MUST BE SPEND on the product)
    2. Assuming that company will spend (for example) US$20 for tax/product
    3. Assuming that distribution and other cost (such as future support) cost US$ 80/product.
    4. Assuming that company got commision/profit for US$100 that they will split with the mortar and brick store.

    • C Lo

      Ummm, you need to go back to school. You have no idea how multinational expenses are underwritten.

      • Singkawang

        I work at MULTINATIONAL company that sell their product in more than 50 countries.
        I guess you’re the one that need to go back to school.

  • Ogu

    I see a lot of journalists wants to defend the price difference, but where did you get your education in economics??
    Isn’t a dollar still a dollar whether you’re in the UK, Italy or US ?? The conversion rate doesn’t matter when you compare the price in dollars for all places.
    Doesn’t the US phones need to be shipped from China.. (or Korea if LG is manufactured there) ?? So shipping cost should be almost exactly the same.
    The only reason for a higher price should be the local sales-tax, but this is far beyond any logic.
    I see Norway is among the cheapest in Europe, but has one of the highest sales-taxes.

    Only explanation I can think of, is that Google wants to channel most of their sale to the US for now, thinking they will sell all they can produce anyway. Or is it some kind of pay back for the EU antitrust actions against Google ??

    I hope that after the buzz, when sales start to drop or production rate goes up, the price will be simular in Europe too….

    I have been waiting for this Nexus, and I’m a little disappointed about this price-policy.
    But I guess I can wait a few more months…..

  • C Lo

    I’m not sure why everyone is complaining about the price. Learn some patience. In 4-6 months, these devices, along with all Android phones, will sell brand new for 30-40% cheaper. When buying Android, wait 4-6 months and save a boatload.

    • silvano

      nexus prices do not change.

      nexus5 price has been the same since launch time

  • Bill3

    This happens with everything. Americans get cheaper cars, tech, food, clothes, etc. But, then we have extortionate taxes in Europe, so what can you expect. As long as we’re prepared to put up with politicians stealing our money, we’ll always have this issue.

  • Dani

    US phones 4G chips are not compatible with European 4G networks!!!! so it doesn’t worth it.

  • Uday vir singh

    This article ignores the fact that there are different phones being sold to the americans and that to the rest of the world. There is a huge differnece in the bands supported . if you plan to order from the US. Please check the bands before you order.

    Complete list of bands supported by nexus devices is availavle here:

    https://support.google.com/nexus/answer/6102470?hl=en
    For example:

    In india LTE is available on TDD band 40 . but the american version of 5x dosent support that so its pracically useless for me . The international version is priced at aprox 540$ in india. So ill buy it locally.

    • pipslvr

      This maybe why. 6P global has much higher number of LTE bands supported, specially carrier agregation bands. These extra bands need extra hardware on the phone and may rise the BOM. Not sure about +35% though.

  • John Williams

    Hi. The front page of Android Authority seems to have been the same for at least a week. I look at the AA page every day, and it used to be different all the time. I swear the story about Brits getting ripped off with Nexus prices has been top story for a fortnight.
    What’s going on?

  • dualfever

    I’m deciding if to get the Samsung galaxy edge 64GB for £399 or the nexus 6p 32GB for £450. I can’t decide, I’m not a fan of touch touchwiz UI though. Any help deciding?

  • fukovzonavabich

    One small feature, but important to some, is the connectivity. The global version of the nexus 6p for example has wider lte band compatibility compared to the NA version. For the jetsetters out there, it could mean something. otherwise the markup is ridiculous.

  • Altair

    I’m from central america and I want the H791 model with 32GB, which is highly expensive. The reason I want this particular model is because of the 4G compatibility it has with my carrier’s network, the H790 only connects to 3G here :(