Do things cost a lot different from one State to the next then? Never knew that.
Imports into the UK have to pay tax so regular traders are all working from a similar cost to themselves.
Direct imports are different.
It would be much cheaper for me to ask an American friend to buy an iPhone on my behalf, open the box, re-wrap and send it to me.
My friend bought an expensive camera lens from a Malaysian trader on ebay and it came in a box with a printed label saying "This is a Personell Gift of Litle Value"
The former is probably legal the latter not