Does EU consumer protection apply to products bought outside of the EU?

I just wanted to know if, for example, someone bought an iPhone from outside the EU i.e. Hong Kong Apple Store, and they are normally resident in the UK, would they be covered under EU 2 year consumer protection law? I don't think that it is, but I'd like to make sure that that is the case.

It is the place of purchase that matters - and only that.
That is where the contract of sale existed.

So buy in the UK: UK sale of goods act applies (5-6 years exceeding the EU 2 year req.)
But elsewhere in the EU: EU 2 year warrenty applies
Buy in the US: 90 days standard warrenty
Buy elsewhere… Minimal cover usually…

If you used a UK credit card for a purchase over 100 pounds,
and there's some joint liability if things go wrong
and you may also have inbuilt sales insurance that adds to that…

The apple website is very good at detailing the warrenties around the world
https://www.apple.com/...phone.html - HK iPhone (90 days/1 year)

Other products
http://store.apple.com/.../applecare

EU/UK
http://www.apple.com/...-warranty/

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