Because CEX and the like can charge what they like for them. Whether people actually pay is another matter. Obviously CEX and the like are trying to exploit the unaware who think they can't get an iPhone X for a number of weeks, when in reality there is an authorised Apple store just down the road who actually has them in stock.
Spotted in one of CEX's other branches the other day was an 8GB iPhone4, with the asking price of £80 ! Madness.
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