Iphone 7 Plus starts at $769 while it's 909EUR in Belgium.

US pricing does not include sales tax, because that varies depending on the location it is purchased it. Devices purchased in Europe generally include the VAT in the posted price. You should never use the posted US price to determine the prices in Europe.

Why do people expect price parity around the globe? How many other items are priced differently in Belgium versus the USA? Companies set their prices based on the market they are selling in and the cost of doing business there. The same item may be cheaper or more expensive from one country to another, and there is no reason it should not be so.

If you don't like the price where you are, then don't buy the product. But there is no rational basis to automatically assume the price of anything should be the same in different countries.

Also note that the USA prices include no taxes, as those will be based on the state you purchase it from (Apple online stores do not accept international orders, so taxes will be determined by the shipping and billing address).

Why?

Higher import taxes, VERY high VAT taxes included in price (sales tax is not included in US prices), more restrictive and expensive warranty requirements, more loose and costly replacement regulations, etc, etc.

Maybe to show that it isn't restricted to Europe: All this plus 15% tax .... Yikes!

Apple often does that though - brings in the new product close to the price of the old so they don't drive sales away from the new. I think it may also be a consequence of memory prices dropping a lot in the last year or two as well. Solid state mass storage is rapidly getting ever less expensive, so manufacturers can offer more storage without a big hit in production cost.

As always, the price set in the US market can not be used to determine the price in other regions.

I agree, ***** for me in Canada as well, and I am not gonna buy a new iPhone. 😁