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Hasn't that always been the case for _any_ countries outside the USA? Seems to me it's always been 10-20% above the price US Americans have to pay. The 599 USD Mac mini should be 705 CHF right now, but it costs 799 CHF. That's about 13% as well.
(They probably just go about it like this: "It'd be 704.50 CHF. But we can't make it 699 CHF or we'll lose more than 5 CHF per machine. 799 is a nice number.")
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