There is no excuse for Apple to have $=£
Apple products are now between £100-£200 more than they should be in the UK taking into account exchange rates.
Apple have also taken out the lower storage options on phones meaning you have to go for the higher capacities, making it more expensive again, so much for Apple selling products to all people or any budget.
I'd rather spend my hard earned on my baby daughter (and nursery fees!) and keep my iPhone 6S Plus 128gb which I bought brand new, sealed, on eBay in Feb 2017 for £450 (which btw is still £200 cheaper than Apple is selling the same model for today!).