price point...same as it was in 1989. Granted they are pretty and do lots of stuff...but the diminishing demand at that price pushes the envelope. The problem is the $500 margin that Apple makes....nobody needs to rake customers that much. A 10% VAT tax would likely be eaten up mostly by Apple since customers wouldn't pay an extra 10% on top of their $1000 price point.
Or they could move the manufacturing to the US and get around the VAT