From David- "Just thought if you haven't seen this, there are companies already rolling out alternatives to apple's adapters at significantly cheaper prices. I was not too perturbed about the issue until I browsed the apple store and saw Apple is gouging Australians even worse despite the close parity to the US dollar - AUD$35 for an adapter! Have preordered, will let you know whether I notice any issues in quality."
Then again- look at this from Apple Insider- "Peter from Double Helix Cables took apart the Lightning connector and found inside what appear to be authentication chips. He found a chip located between the V+ contact of the USB and the power pin on the new Lightning plug.
The presumed inclusion of authentication chips in Lightning connectors plays a part in the higher cost of the new cables. Earlier Friday, AppleInsider shared details from analyst Ming-Chi Kuo of KGI Securities, who said the new Lightning connector has a cost of $3.50, which is a 775 percent increase compared to the legacy 30-pin dock connector."