If you compare the iPhone Pro Max against the Samsung Galaxy S23 Ultra, which spec wise is similar, you are currently looking at £1,309 for 256MB and £1,529 for 512MB on the iPhone 14 pro max compared to £1,249 and £1,399 for the Samsung. While I don't expect many people will be cross shopping between android and iOS, especially on this forum, it does show that the iPhone is already on the expensive side compared to the competition. Knowing Apple I wouldn't be surprised if they upped prices again as they know most buyers are loyal.