So euro value has recovered recently back to 1€:1.2$ rate. Apple was very quick to increase prices in Europe (and I believe in UK) when the value of € was dropping.
An iPhone 7 64GB now costs ~769€ incl. VAT (925$) in Europe. Whereas the same model costs ~700$ incl. state tax (580€) in the US...
[This issue is a common misconception from people from other countries when they compare US Prices, e.g., published by Apple, with those charged for the same product in their respective countries. This is true not only for Apple products but also for all other goods and services sold or charged...