As highlighted by our sister site TouchArcade, a group of independent developers across a broad array of platforms are having a weeklong sale on their apps celebrating their distribution through marketplaces that allow developers to set their own pricing. Operating under the banner of Because We May, the developers are in many cases offering very significant discounts on their apps.

because we may

We believe that developers should have the freedom to price their games how they like, without interference from the online stores that sell the games. Why? Because it allows us to promote our games more freely, as we are doing here! We rely on the ability to promote our games for our livelihood and control over pricing is an important tool for this purpose.

From now until June 1, the group is inviting all interested developers to join the promotion, which currently includes nearly 150 iOS App Store titles, almost 50 Mac App Store titles, and an assortment of other games available via Google Play for Android, Steam, and other marketplaces.


The list of iOS games already involved in the sale includes popular titles such as World of Goo, Osmos, Eliss, Canabalt, Spider: The Secret of Bryce Manor, and Zen Bound 2.

Top Rated Comments

allegrocm Avatar
171 months ago
As a developer who has a Mac app participating in BecauseWeMay, I'd like to think that it's not just a celebration of our power to name our price, but also of the ability for people like me to even get our apps and games out there. Stores like the iOS and Mac App stores have created an environment where if you want to make your living by creating games, all you need to be able to do is make games. You don't need a big company with accountants and web designers. You don't need a publisher. You just pour your heart and soul into your game and put it out there, available to anyone. The person who MADE the game is in control of SELLING the game. It's freedom! Just five years ago I thought that if I wanted to make games for a living, I'd have to sell my soul to EA or Blizzard. The rise of the app stores changed all that. That's why I'm celebrating.
Score: 3 Votes (Like | Disagree)
Don Kosak Avatar
171 months ago
No, as a developer, I understand where they are coming from.

Apple has a pretty great program compared to some.

Other "App Stores" have contracts that say they can REPRICE your app to "market" pricing.

Some even have clauses that say that they are allowed to give your product away for FREE. Yes -- the developer does not get not a single penny if "honored" by such a day long promotion.

There are still a few flaws in Apple's App Store, but it really sets the bar for fairness compared to some other stores.
Score: 3 Votes (Like | Disagree)
BaldiMac Avatar
171 months ago
I'm assuming they're upset that Apple takes a cut (30% of the profit), rather then not being able to price it exactly at the "dollar" amount they want.

That's a weird assumption. Of course the retailer takes a cut! Hard to believe, but this movement may actually be in favor of Apple's pricing model. :)

I'd guess the problem has to do with retailers not involved in the promotion. Amazon?
Score: 3 Votes (Like | Disagree)
charlituna Avatar
171 months ago
I'm assuming they're upset that Apple takes a cut (30% of the profit), rather then not being able to price it exactly at the "dollar" amount they want.

Either way everyone wins with this kind of a sale :)

I assume you didn't bother to read the linked page or you would have seen that in fact nope. Not at all .

from the page
"For the last week of May (May 24 through June 1) our games will be deeply discounted to celebrate online stores that give us control over pricing: The App Store, Google Play, Steam, Desura, IndieVania, and a few others."
Score: 2 Votes (Like | Disagree)
Cougarcat Avatar
171 months ago
There's a bit of a misunderstanding here. They are "celebrating" any store that lets them set their own prices, such as Apple's stores and steam.

They aren't complaining about 30% cuts--they're complaining about retailers like Amazon who are known for setting app prices and offering sales without the developer's consent.
Score: 2 Votes (Like | Disagree)
Mal Avatar
171 months ago
I don't understand... what are they complaining about? Is someone dictating their prices? I'm just confused here. Can someone clear that up for me? I thought you submit an app to i.e. Apple for the App Store and then it gets approved and you set a price and Apple gets a share. Am I wrong? Someone who actually publishes, can you enlighten me? Or is this just a tribute the agency model vs. the in-store publishers for boxed software?

I don't think it's a protest per-se. They describe it as a "celebration", which is a kinda cheesy term, but I think they're just using it as a means to gather attention to their products. Closest to your last line, most likely (the tribute to the agency model).

jW
Score: 2 Votes (Like | Disagree)

Popular Stories

iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...
iphone 16 pro models 1

Here's How the iPhone 17 Pro Max Will Compare to the iPhone 17 Pro

Saturday July 5, 2025 1:00 pm PDT by
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year. As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
iPhone Car Key Kia

Here's Which Vehicles Offer iPhone Car Keys

Sunday July 6, 2025 3:03 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. Apple has a web page with a list of vehicle models that ...
imac video apple feature

Apple Launching These 15+ Products Later This Year

Sunday July 6, 2025 8:05 am PDT by
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors. Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each. iPhone 17 Series iPho...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
iphone 17 pro render majin bu

New iPhone 17 Pro Renders Highlight Apple Logo and MagSafe Design Changes

Sunday July 6, 2025 8:43 pm PDT by
New renders today provide the best look yet relocated Apple logo and redesigned MagSafe magnet array of the iPhone 17 Pro and iPhone 17 Pro Max. Image via Majin Bu. Several of the design changes coming to the iPhone 17 Pro model have been rumored for some time, such as the elongated camera bump that spans the full width of the device, with the LiDAR Scanner and flash moving to the right side. ...
Prime Day 25 Feature Warm Triad

The Best Early Prime Day Deals on Apple Products

Saturday July 5, 2025 7:22 am PDT by
Amazon is soon to be back with its annual summertime Prime Day event, lasting for four days from July 8-11, the longest Prime Day yet. As it does every year, Prime Day offers shoppers a huge selection of deals across Amazon's storefront, and there are already many deals you can get on sale ahead of the event. Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a ...
airpods pro 2

AirPods Pro 3 to Help Maintain Apple's Place in Earbud Market Amid Increasing Low-Cost Competition

Thursday July 3, 2025 7:25 am PDT by
Apple's position as the dominant force in the global true wireless stereo (TWS) earbud market is expected to continue through 2025, according to Counterpoint Research. The forecast outlines a 3% year-over-year increase in global TWS unit shipments for 2025, signaling a transition from rapid growth to a more mature phase for the category. While Apple is set to remain the leading brand by...