All EU countries charge VAT under European law. In the UK it's currently 20% and Apple (like nearly everyone else) displays the price inclusive of VAT, which for an Apple TV is now £79, or £65.83 plus VAT. In the US you have sales tax, which is similar to (but not the same as) VAT. Prices in the US typically exclude sales tax and the Apple TV is $99 plus sales tax. £65.83 at the current exchange rate is $111.85, so in the UK we're still being charged $12.85/ £7.56 more.