Apple Decreasing App Store Prices in the UK, South Africa, and Many European Countries - MacRumors
Skip to Content

Apple Decreasing App Store Prices in the UK, South Africa, and Many European Countries

by

Apple today told developers that it is updating App Store pricing in some countries due to taxes and changes in foreign exchange rates.

app store blue banner
Over the course of the next few days, app and in-app purchase pricing is set to decrease in South Africa, the United Kingdom, and all territories that use the Euro currency. Pricing of auto-renewable subscriptions will not change.

Apple is increasing prices in Georgia and Tajikistan due to new value-added taxes of 18 percent, and there will be an increase in proceeds developers collect in Italy due to a change with the Digital Services Tax effective rate.

Apple says that once the changes go into effect, the Pricing and Availability section of My Apps for developers will be updated. Developers can change the price of apps and in-app purchases in ‌App Store‌ Connect at any time.

Tags: App Store, Apple Developer Program

Popular Stories

intel macs no more updates

Mac App Store Apps Can Now Drop Support for Intel Macs

Tuesday September 1, 2026 4:50 pm PDT by
Apple today informed developers that universal Mac App Store apps that require macOS 13 or later can remove support for Intel-based Mac computers. We're reaching out to let you know that universal macOS apps on the Mac App Store that require macOS 13 or later can now remove support for Intel-based Mac computers. By removing support for Intel-based Mac computers, you can simplify your...
Read Full Article • 183 comments
MapQuest Logo 2026

MapQuest Tops App Store Charts After Refusing 'Lake America' Change

Monday August 31, 2026 7:49 am PDT by
MapQuest is in the spotlight this week after refusing to change "Lake Ontario" to "Lake America" on its map following an executive order issued by U.S. President Donald Trump last week. As of Monday morning, the MapQuest app is the top free iPhone app on Apple's App Store charts in Canada and fourth on the equivalent U.S. chart. For our younger readers, MapQuest was once a popular service...
Read Full Article • 184 comments
Liquid Glass App Store Feature

Apple Plans to Squeeze More Revenue From the App Store, Report Says

Monday September 7, 2026 3:19 am PDT by
Apple is looking at further ways to monetize the App Store and increase the company's recurring revenue from the platform, according to a new report. Writing in his latest Power On newsletter, Bloomberg's Mark Gurman said that newly appointed Apple CEO John Ternus and services chief Eddy Cue are behind the effort to raise margins from the App Store, which already generates Apple an estimated ...
Read Full Article • 118 comments

Top Rated Comments

O
obamtl
67 months ago
Hopefully it is just a sign of Apple preparing to change their UK prices more broadly, fingers cross after next month’s product releases. Parity pricing between dollar and pound made sense when the pound was closer to $1.2/£ after the 20% VAT, but given than the pound has steadily been closer to $1.4/£ for ages, it feels like we’re being ripped off in the UK.
Score: 11 Votes (Like | Disagree)
JUiCEJamie Avatar
JUiCEJamie
67 months ago
Changing prices in the UK? Will this mean that pricing parity for $999/£999 on a MBA etc; will change too? Hopefully, but I doubt it.
Score: 9 Votes (Like | Disagree)
DaveMcM76 Avatar
DaveMcM76
67 months ago

Changing prices in the UK? Will this mean that pricing parity for $999/£999 on a MBA etc; will change too? Hopefully, but I doubt it.
I think you have to bear in mind that you can't really do a direct comparison of US / UK prices as UK price is inclusive of tax (VAT) where the US price isn't as taxes can vary massively by state (and even county and city I think) so get added on at checkout based on delivery address(?).
Score: 6 Votes (Like | Disagree)
M
mariusfanu
67 months ago

Changing prices in the UK? Will this mean that pricing parity for $999/£999 on a MBA etc; will change too? Hopefully, but I doubt it.
It’s about App Store (aka applications) not Apple Store
Score: 5 Votes (Like | Disagree)
F
foobarbaz
67 months ago

I wonder if Apple might also be feeling a bit of anti-competitive pressure about its App Store.
Nope, not at all. They're still taking the same percentage. 70%-85% of that price decrease comes out of the developer's pocket, if you will.

In reality, this is just reflecting changes in exchange rates to keep pricing tiers consistent.
Essentially, Apple and developers should earn roughly the same from a $0.99 app no matter where in the world it's sold. Since exchange rates fluctuate, that means prices have to change.
Score: 3 Votes (Like | Disagree)
steve62388 Avatar
steve62388
67 months ago
Well…. Now I know.

https://forums.macrumors.com/threads/apple-hikes-u-k-app-store-prices-by-at-least-25-percent-due-to-weak-pound.2027984/page-3?post=24202386#post-24202386
Score: 3 Votes (Like | Disagree)
Read All Comments