HTC has become the latest major technology company to adjust its pricing in the wake of the UK"s decision to exit the European Union.
Economic uncertainty in the wake of the "Brexit" referendum result pushed the value of the pound sterling to a 31-year low against the US dollar. Sterling has made some gains since then, but remains far weaker than it was before the referendum, which is having an impact on many international companies doing business in the UK.
As a result, HTC has introduced a 10% price increase on its Vive virtual reality headset, which it originally launched in the UK for £689. The company said:
HTC continuously monitors and adjusts pricing to ensure we are providing our customers with the best value possible. Due to recent currency valuation changes and the current value of the GBP we are adjusting the price of the HTC Vive in the UK to £759 + P&P. The adjustment will come into effect on Monday 1st August.
Last month, Dell announced that it was raising its prices in the UK by 10%, citing the same currency concerns, and was quickly followed by HP.
OnePlus also increased the price of its new flagship phone by 6.5% there, while Lenovo said that it was considering responding to currency conditions in the UK with potential price rises and job cuts, among other options.