While browsing through some items on the iTUnes site it really became apparent how much the changing exchange rate play havok with pricing on electronic products. There really is a need for more dynamic pricing.

Right now Apple have a number of albums on sale in iTunes at $7.99. Which works out at only €5.88. However, on the Irish iTunes store the same album is €9.99, a huge markup even taking VAT into account. Thats some joke for an electronic product which doesn't even have to ship anywhere. A 41% markup. Soon the DRM version will cost even more!!

Strangely it doesn't seem as bad for some physical products. The Apple TV is $299 dollars which is €220 euros. The €299 charged by Apple in europe is a 26% markup, not much over VAT.

If electronic items such as music, tv and video are ever going to catch on in Europe its time they priced them based on what they actually are, a non-manufactured, non-shipped, drm crippled item. It completely unfair to overprice items like this for Europe. It seems the sensible thing to do is wait until the CD you want it in the 3 for €20 sale in HMV.

PS. I am not 100% blaming Apple here, I know its probably the record industry behind it.