Newspaper article The Evening Standard (London, England)

Dixons Backs Apple Punters to Swallow Big Price Hikes

Newspaper article The Evening Standard (London, England)

Dixons Backs Apple Punters to Swallow Big Price Hikes

Article excerpt

Byline: Clare Hutchison

APPLE fans are prepared to swallow Brexit-fuelled price hikes of up to 25%, the boss of Dixons Carphone said today, as he celebrated growth in Christmas sales for the fifth year in a row.

Apple and rivals Microsoft and Dell said prices for some goods would rise this year due to the pound's plunge in value following the EU referendum.

Seb James, chief executive of Dixons Carphone, said prices of Apple goods have already gone up, in some cases by up to 25%, but demand for products like the Macbook has held up.

"If you want a Macbook you often don't want something else," James explained. "Apple customers are not as price sensitive as they tend to be at the affluent end of our customer base."

James said it was too early to assess how all customers would respond to inflation, but so far there had been "a little bit of elasticity but not a huge amount and not nearly as much as prices have changed".

The company is yet to see any Brexit effect, he added, as he revealed a 4% rise in group sales in the 10 weeks to January 7. …

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